Cannes Lions

DACIA

OMNICOM MEDIA GROUP, Bucharest / DACIA / 2012

Film
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Overview

Entries

Credits

Overview

Execution

FabricaDeMasini.ro (TheCarFactory.ro) was developed as a virtual adventure on a dedicated site, on Facebook and mobile. It urged Romanians to build, configure and then drive their car in a journey throughout Europe. This way, Romanians had the chance for a virtual European tour, with all it requires: driving their car, reaching tourist destinations and spending the night at selected hotels. It encouraged consumer engagement, as, once reaching a landmark, users sent postcards & received replies, involved their friends or shared comments in social networks. Each voted card meant a chance to win a car, so did each confirmed supporter.

Outcome

We've managed to change the perception of Dacia of 120,235 Romanians that registered and experienced the app driving for 2 real-car prizes. We gathered a detailed database of people to talk to about Dacia. www.fabricademasini.ro ranked 9th in Romania, with over 80m impressions and a bounce rate of just 7.88%. 5m post cards were sent, testifying to engagement success, as a sent card marked a complete journey. We also witnessed increased engagement in a quest to fulfil all objectives. Facebook (used by half of the users to register) became a community where players exchanged experiences and helped each other.

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