Duster connected by Orange

Dacia Duster – Duster connected by Orange Information Campaign: Duster connected by OrangeClient: Dacia RomâniaBrand: Dacia DusterSubmitted by: Graffiti BBDO Background/Objectives Strategy Results Background/objectives: Dacia had no new models planned for launch in 2015-2016 but it still needed to somehow create news and attractiveness in the market. To achieve this, we created a limited edition Dacia Duster: the Duster Connected by Orange came with integrated internet connection and WiFi hotspot and was going to be the most expensive but also, hopefully, most desirable Duster ever. Therefore, the communication challenge was to create excitement and a sense of novelty/innovation around a pretty old Duster generation which now came with a internet technology that was pretty much common in the market and at a record high price for a Dacia. Strategy: By linking Duster’s already well established equity as a capable off road vehicle with the benefits mobile WiFi connectivity brings to the passengers, we realised that these two benefits (4×4 drive and mobile WiFi) really mean the same thing: freedom. Freedom to travel and explore in two different but complementary ways – in t.he physical world and in the virtual world. Thanks to the mobile WiFi, the new Duster Connected by Orange can take you anywhere in the physical and virtual world alike. Results: Both brand image KPIs and SUV segment market share were improved for the ovearl Dacia Duster brand. TV Duster Connected by Orange TVC 50s INTERNET Youtube Video 50s OUTDOOR OOH 1 OOH 2 PRINT Press OTHERS Gift Box back to winners