DACIA cars are the Smart Choice for those who are thinking about buying a new car. But how to convince people to buy a DACIA, when other brands are constantly seducing them with new and fancy extras that they will never use? We created the DACIA Unnecessories – an exclusive and fun line of accessories specially made to satisfy the desire of those who really insist on having unnecessary equipment in the car. Such as the exquisite Celeb Effect Carpet System – a carpet to get out of the car as an authentic celebrity. Or the convenient Dog Window Cruiser Support – a holder to be placed on the Dacia Sandero rear window so dogs can comfortably enjoy every gust of wind of the trip! And many, many more…

The campaign launched an exclusive and limited line of 9 Unnecessories that could be seen at the website www.unnecessories.com. There, people were able to know in detail the whole range, use the configurator to see how they fit in a DACIA Sandero, and even order their favorite Unnecessory for free, which then should be picked up at the dealership in exchange for a test drive. And if people wanted to know the Unnecessories even better, they could test them all at one of the 52 dealerships spread around the country.

To communicate all this, the campaign had 2 films being broadcasted on TV, 5 Online films, a social media campaign, and a POS display with all the Unnecessories in every dealership of the country (52).

• 22,3% increase in sales during the campaign period;

• +51% test-drives;

• +2Million Views in a country with 10M people;

• +600.000 visits to the website;

• +26 Million Media Impressions;

• Thousands of comments and shares;

• National and International media coverage;

• Some Unnecessories sold out in a few days;

• People liked so much the campaign, and were so surprised by the fresh approach, that even created online forums to discuss if it’s really important to have so many extras in cars, generating dozens of pages of discussion.