We needed to launch Dacia's first ever electric car, Dacia Spring.

The client had set a daunting, yet clear objective of procuring 20,000 pre orders in the first 3 months after launch.

Dacia was known as a cheap car brand, far less attractive than the Renaults, Peugeots and Volkswagens of the world. Surely not even in the list of brands to watch out for the big 3 – Audi, BMW and Benz. All the above brands with a minimum of 2 electric cars in their portfolio, mostly positive brand perceptions and big marketing budgets. To add to this, a global pandemic and a global climate change crisis that has deeply affected car brands.

Can Dacia successfully launch their first electric car, in such a hostile environment?

“The future is already there, it’s just not very evenly distributed.” William Gibson

Never has there been a time where the difference between the haves and the have nots has been so clear. Which leaves people who don’t have access to better means feeling as if they are not contributing towards progress.

Idea: EXCLUSIVE FOR EVERYONE

We wanted to show things in pop culture today that represent exclusivity and privilege. People queuing up to buy ridiculously expensive limited-edition sneakers and gadgets just show how some things are still about exclusivity and status. But at least we can make electric cars more accessible and less exclusive.

https://www.youtube.com/watch?v=F_YLQ4uNUDc

We also hijacked the posh areas of 4 of key markets - Paris, Madrid, Bucharest and Milan to create street art to show that Spring is coming, and now electric cars are Exclusive to Everyone.