Car manufacturer Dacia is a brand committed to offering the best value for customers all year round.
That’s why, when we suggested they shut down online sales on Black Friday to make that point to customers (and media), they thought that would be a good idea.
Weirdly, it really was a good move because their bold action paid off and website traffic increased by 10% afterwards.
Sensing that there was a bit of a move away from Black Friday hype and that there would be enough media interest in a brand going the other way and putting a stop to the madness, we managed to help Dacia catch something of a media wave. We made them the brand of the naysayers on the day itself.
We closed down their website and created pages so that anyone visiting would get the message – that Dacia stands for great value every day of the year.
But the integrated strategy didn’t end there. We worked with the brand to create radio adverts to celebrate the bold shutdown of Dacia’s online sales. The spot played relaxing sounds to provide consumers with a much-needed break from the Black Friday frenzy, narrated by The Office and Game of Thrones star Ralph Ineson.
From there, it was just a matter of hitting the media to land some coverage for the stunt.
We landed an impressive 58 pieces of coverage, with the announcement going global. From Sky News to WalesOnline to Autocar and Top Gear, it’s safe to say we made shutting down for the Black Friday sales a pretty big deal.
