The campaign was kicked off by a promotion team that hung price tags on the exterior rear view mirrors of parked cars. These tags showed the current value of the car in Dacia Sandero’s and encouraged people to go to the Dacia showroom.

Small advertisements were placed in among used car ads in newspapers. Dacia offered not just one but several new cars for the same amount of money as the surrounding ads. Dacia did the same online, by advertising on used car websites.

Because of the tight budget, Dacia dealers needed to participate in the campaign. That’s why they received the so called ‘Carculator’. This dial was used in the showroom to prove the essence of the campaign: more cars for your money. Dealers were also encouraged to organize a Trade-In Day. The dealer valued your car for a number of Dacia Sandero’s that you could take home immediately.

The dealers that participated in the campaign had higher showroom traffic and performed 32% above the set sales goals. The dealers that did not participate had lower showroom traffic and performed 29% below the set sales goals.