There’s a growing trend amongst premium car-makers, taking to offering a shed-load of monthly and annual subscriptions on some models for tech that people already have in their car.
That includes payment to enable drivers to switch on their heated seats, enable their assisted driving and even access “extra manoeuvrability” (we’re not sure what this means either).
Well … that’s just not very Dacia.
So we’ve been working with the brand to highlight their position on the whole trending topic. With a cheeky little campaign, we cut through the noise and created what we called Dacia “Heated Seat Saviours” (to you and me, those are a limited edition range of free hot water bottles for drivers of other manufacturers’ cars so they no longer have to pay the extra money to stay nice and cosy in their vehicle this winter).
Not only did it emphasise that many Dacia models come with heated seats as standard (and you don’t need to pay to turn them on), it also made for a quick and fun campaign which landed over 65 pieces of coverage (and counting).
Those included splendid pieces across the Daily Mail (in print twice no less), Sunday Times Driving, This is Money, Top Gear, Auto Express and a whole host of consumer and motoring titles. What’s more, the international press took the story across the world helping position Dacia as the marque where you really do get all that you pay for.