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Publicis London Social Media Campaign for Dacia

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Renault-owned car company plugs into football transfer market excitement

Publicis London Social Media Campaign for Dacia

Publicis UK has created a light-hearted social media campaign for Dacia, the Renault-owned car marque, which plugs into the excitement around the football transfer market.

The topical campaign aims to demonstrate the affordability of Dacia, the car brand which favours function over frivolity and makes an enemy of the unnecessary, enabling them to offer a simple range of cleverly designed vehicles, without compromising on quality, at an unbelievably low price.

Dacia launched in January this year, with a TV campaign, ‘Frivolity’ also created by Publicis UK’s Team Renault. This latest campaign moves the conversation on from price to value for money, a topic that every football fan turns to at this point in the season.

The team will be posting real time tweets about daily news items and gossip around the Football transfer window with a 'value' twist to encourage debate and discussion from the Dacia UK Twitter page, managed by Manning Gottlieb OMD. It will use #youdothemaths – which references the Dacia strapline of “You Do the Maths” and echoes its core ethos of value for money.

Activity will run for three weeks, to cover the end of the Transfer Window (August 31) and a week beyond to cover stories and gossip surrounding the football deals.

Jason Cobbold, Publicis London Deputy Managing Director, says: “Few brands can claim to own the conversation around value for money in the way that Dacia, with its ultra low price point, can. We want to spread the word in an amusing and conversational way, encouraging debate and discussion around what is ‘good value’. The football transfer window is the beginning of this journey.”

The range starts from only £5,995 and includes a 5-seat SUV from only £8,995.

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Publicis•Poke, Fri, 23 Aug 2013 10:37:04 GMT