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Dacia wins gold at IPA effectiveness awards 2014

Dacia wins gold at IPA effectiveness awards 2014

Dacia has won gold at the IPA Effectiveness Awards for its "You do the maths" advertising campaign.

The awards, presented by the Institute of Practitioners in Advertising, acknowledge brands that prove the commercial effectiveness of their marketing.

Publicis London's campaign coincided with Dacia's arrival in the UK and contributed to what has been the most successful retail car brand launch in history.

The movement was based on the ideologies simplicity, clarity and no nonsense  the very same that Dacia follows when it comes to their vehicles.

Dacia's frivolity has helped the brand sell over 35,000 models since the middle of 2012, which was captured perfectly by television, the internet and print advertisement.

Andy Heiron, Dacia brand manager in the UK said: "The launch campaign and, importantly, all subsequent activity, was perfectly pitched for a brand looking to establish a range of cars that offered customers a simple, transparently-priced product that shunned unnecessary and frivolous options and equipment. With limited budgets to support the launch, again a feature of the Dacia business model, it was essential that the campaign achieved cut-through and maintained a consistent tone and style throughout. Publicis did both very well and thoroughly deserve the recognition this award confers."

The Dacia range currently comprises four models - the Sandero family hatchback, the Sandero Stepway crossover hatch, the Logan MCV estate car and the New Duster SUV, which has recently received upgrades inside and out. Despite the increase in equipment, the price has remained the same, reaffirming Dacia's commitment to value for money.

Tamsin Fewkes

by: Rebecca Chaplin