Dacia – RMB launches the new Duster Hybrid on the road
Announce your new product’s release and clearly position it in the market.
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You are launching a new product with a specific positioning? Classic advertising campaigns, ideally across multiple media, will certainly help you broadly inform your target audience about your new product.
Moreover, showcasing your new product in real-life scenarios helps better define its place in the market. Creative actions, content production, marketing influencer... With RMB, you’ll find the best solution to position your new product within a well-defined consumer segment.
Get inspired by the Dacia “On the Road” campaign, which captivated the brand’s customers by offering unique experiences through immersive and entertaining video episodes hosted by a well-known Belgian personality.
TV reach (25-44 years)
Radio reach (25-44 years)
Total contacts TV & radio (25-44 years)
A strong brand identity
The goal of the Dacia campaign is to promote the new Duster Hybrid model as a vehicle for “real people,” able to support them in all their adventures.
The challenge? To increase the car’s awareness among young adults by conveying human and environmental values, shining a light on nature and exploration. To achieve this, Dacia wants to organise inspiring local set ups to create an authentic connection with its audience.
- Advertiser: Dacia, automotive manufacturer
- Target: young adults (ages 25-44)
- Goal: build awareness for the new Duster Hybrid with a strong positioning
- Period: September 2 - 13, 2024
- Format: video clips
- Main media: TV, radio, and digital
We are thrilled to have collaborated with AB3 and NRJ for the launch of the new Dacia Duster. This partnership, recommended by OMD, highlights the Hybrid version’s efficiency and flexibility in meeting today’s mobility needs. As Belgium’s leading brand in the private market, we are proud of our connection with the Belgian people.
Stratégie
Together with Dacia’s agency, OMD, RMB’s creative team developed the “On the Road” concept: a series of 10 video episodes hosted by Bénédicte Deprez. The presenter explores lesser-known, unique locations around Belgium at the wheel of the Duster Hybrid. These captivating and entertaining videos showcase the vehicle’s efficiency and mobility.
The concept’s key points:
- Real-life context: the Duster Hybrid is used to travel through Belgium, discovering surprising places in both urban and rural settings.
- A charming ambassador: Bénédicte Deprez, the NRJ morning show host, who is also broadcast on AB3, is behind the wheel.
- A diversity of locations: showing the car’s flexibility.
- Exclusive, high-quality content
- A young, playful, adventurous tone of voice in line with the brand’s aspirations
- Cross-media action on TV/Radio/Digital
Media plan
The collaboration with Bénédicte Deprez is part of a media plan integrating NRJ and AB3, the TV channel that broadcasts the morning radio show hosted by Deprez live. The connection between the two media brands allowed for activating multiple channels to effectively reach Dacia’s target audience.
Two media brands to reach 25-44-year-olds
- “On the Road” videos aired every evening at 8:10 PM on AB3 for a family-friendly moment of exploration and entertainment.
- All mini-programs were also made available on demand on the nrj.be website.
- The video series was extensively promoted on radio, television, and digital channels:
- TV trailers promoting the video series on AB3 and TV billboards surrounding the episodes on the same TV channel
- Radio segments on NRJ: before the videos aired on AB3, Bénédicte Deprez previewed the day’s location on her NRJ morning show, sharing behind-the-scenes anecdotes.
- Radio trailers on NRJ promoting the “On the Road” videos and radio billboards surrounding the segments on NRJ
- Web page on nrj.be featuring Dacia content
Results
The audience reports across TV, radio, and digital platforms confirm a highly targeted campaign driven by the complementary strengths of the channels used.
Impressive results:
- An effective cross-media strategy that maximised the total reach of the campaign
- Major prime-time broadcasts on both TV (evening) and radio (morning) that boosted visibility and ensured ideal message repetition for Dacia
