By Jamie White – Head of Communications

Dacia has been commended for its creative advertising campaign – ‘You do the Maths’ – with a gold award at the IPA Effectiveness Awards.

The campaign, created by Publicis London, coincided with Dacia’s launch in the UK and contributed to what has been the most successful UK retail car brand launch in history.

The campaign was based on the same principles that Dacia follows when it comes to its vehicles – simplicity, clarity and no nonsense. A mixture of television, internet and print advertisement illustrated perfectly the Dacia stance of function over frivolity, a stance that has clearly been a hit with in the UK, with Dacia selling over 35,000 vehicles since June 2012.

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 IPA Effectiveness Awards, presented by the Institute of Practitioners in Advertising, recognise those brands that prove the commercial effectiveness of their marketing.

Mystery Shopping and Performance Improvement company, Douglas Stafford, provides Renault UK and Dacia with a tailored and bespoke nationwide mystery shopping programme to include Telephone Mystery Shopping, Email Mystery Shopping and Video Mystery Shopping.