IN GERMANY, DACIA IS THE IKEA OF CARS.

The car brand stands for best value for money and focus on the essentials. Exactly what Dacia drivers love: No unnecessary frills, no unnecessary costs.

IN 2023, A SPECIAL EDITION IS TO BE LAUNCHED... THAT COMPLETELY IGNORES THIS POSITIONING.

The "Duster Mat Edition" comes with matte paint (hand wash only!) and high-quality extras. So much for pragmatism in car care. And in the context of inflation a whopping 9,000 EUR more? That won’t go down well in the Dacia community.

FOR FANS OF HIGH-END CARS, HOWEVER, DACIA IS A NO-GO.

Dacia has been riding too much on its positioning as "the status symbol for all those who don't need a status symbol". For people who distinguish themselves by having a cool car, this is absolutely inappropriate.

THE BRIEFING: a campaign that sells the Limited Edition quickly. With just 70,000 EUR. Well then...

THE “DACIA DUSTER MAT EDITION” IS GETTING DACIA FANS HOT-HEADED.

First reports of the car were causing an uproar: there are only 225! First Come. First Served. The down-to-earth Dacia community? Is. Pi**ed. Off.

NO WONDER. BECAUSE IF TODAY’S INTERNET STANDS FOR ONE THING… IT’S OUTRAGE!

Germans get passionately worked up about everything, especially online. Not just about big political issues. They’re just as passionately and disrespectfully arguing about less important topics… like a limited-edition Dacia.

THE IDEA: WE’RE PROVOKING AN EVEN BIGGER ARGUMENT ABOUT THE DACIA DUSTER MAT EDITION.

We let an influencer test-drive the new Dacia, who loves everything Dacia fans dislike (luxurious and swanky cars) and is therefore despised by the Dacia community. His followers, on the other hand, despise the brand. And bash the test-drive-video: "Junk on wheels.", "What a sh*t barrel." German internet culture of arguments.

TWO OUTRAGED COMMUNITIES.

WHAT A WONDERFUL POTENTIAL TO HACK…

CONVINCING THE TWO COMMUNITIES EACH ON THEIR OWN? A HOPELESS TASK.

But what happens when we bring them together and fuel a joint discussion?

FIRST, WE FIRE UP THE DACIA COMMUNITY.

We started by targeting everyone who clearly loves Dacia... just not the new Duster Mat Edition yet: Using a clever mix of CRM mailings, blog articles and paid social, we identified real Dacia fans and sent only the hardcore Dacia fans a link to the planned showdown.

THEN, WE FIRE UP THE OPPOSING SIDE.

Matthias Malmedie, TV-car-test-icon and influencer for high-end cars, inspires almost 800,000 car fans (YouTube) with topics like luxury, tuning and horsepower. And just as his followers celebrate him, Dacia fans dislike him. The Malmedie community was activated directly through his social channels: "I don't know any car that is as blatantly limited as the Duster Mat Edition."

A "CLASH OF COMMUNITIES" BRINGS THE FRONTS TOGETHER IN A FACEBOOK LIVESTREAM AND HACKS THE OUTRAGE.

In a 25-minute livestream, Dacia Marketing Director Marc Osseux and Matthias Malmedie highlight the special features in detail and discuss why the car is an absolute must-have for both: Dacia Fans and high-end-car-lovers.

THE COMMENT SECTION IS ON FIRE, OSSEUX AND MALMEDIE MODERATE THE DISPUTE.

Facts are commented on, shot down, praised and argued over. In the end, Dacia advocates convince Malmedie fans of Dacia's “redefinition of the essentials”. And Malmedie followers celebrate the special equipment, convince Dacia fans of the higher price.

After the livestream, the link to pre-order the car is shared exclusively between the two sides.

HERE’S WHAT’S SPECIAL:

Only Dacia can make such a bold hack of the dispute potential because of the old anti-status car image... no luxurious Porsche, no middle-class-brand VW for Average Joe.

Instead of burning budgets on hopeless push communication, we get the communities to create the pull themselves...

54% RESERVATIONS - IN JUST 25 MINUTES OF LIVESTREAM ARGUING.

On the day of the livestream, the brawlers reserve 121 of the 225 strictly limited Duster Mat Edition. 54%. Just like that.

72% PRE-SOLD - IN JUST ONE WEEKEND.

Over the course of the weekend, 163 Duster Mats are delivered to the happy hands of the now reconciled Dacia and Malmedie fans.

FROM ZERO TO 60 IN…

But what's even more striking is that in the end the Return on Ad Spend (ROAS) is an insane factor of 60:1! Let anyone tell you again that you can't sell cars online...

ALL'S WELL THAT ENDS WELL.

Matthias Malmedie's subsequent test-drive video was viewed over 750,000x after the campaign, becoming 2nd on YouTube Trends. This is how an outrage hack becomes a lasting effect.