Dacia Sandero is a car. It moves you from place A to place B in full comfort. It is not a multimedia-virtual- reality-diskoteque equipped with numerous extras, that double its starting price. It has the reasonable features that a person would use every day. Our task was to create some buzz about this car on a market where all competitors shout about their funky innovative extras. With a very tiny budget.
Reasonable people prefer reasonable products. Innovation and gadget-o-mania bring equal in magnitude and opposite in direction trend: simple is better. And, of course, the addicted to complexity call for some jokes on them…
Even the most reasonable among reasonable people buy useless gadgets. And we exploited this simple insight. Instead of preaching, we made people experience the 'weak' point of having less extras as a strong one: simple is better. And cheaper! Hoarding useless items is a waste of time, space and money. And it is not sustainable, hence is not so sexy. We asked people to show us the useless gadgets they found in their own drawers.
On a dedicated landing page, we offered a reasonable deal. Upload a picture of your most useless home extra and we will help you get rid of it! In exchange you get the new Sandero for a weekend and you are a little more free.
Over 200K views of the video, over 50K unique users on the website, 500 users uploaded their stuff and freed some space at home.
Last but not least: Renault Bulgaria was awarded for the first time a global Renault Groupe Eurasia region marketing award for this activation.