Cannes Lions

DACIA STORY FRESHENERS

PUBLICIS ROMANIA, Bucharest / DACIA / 2015

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Overview

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Credits

Overview

Description

We needed to create an experience to make Dacia stand out from the clutter of sponsors at Gaudeamus, the biggest book fair in Romania. So we created “The Story Fresheners” and invited the visitors to experience reading and driving like never before, while making Dacia part of the story as well.

Our initiative had to start at the book fair, but it also needed to happen where it was truly relevant – inside cars. We needed a brand experience to bring the two worlds together.

Execution

The “Story Fresheners” offered a novel way of enjoying literature, right on the road, while combining two senses.

Visitors of the Dacia stand who were also drivers could take the “Story Fresheners” on the road with them.

By scanning a freshener, they could listen to the audiobook title, while driving. Combined with its custom scent, it offered them an immersive, multi-sensorial experience right on the road.

Outcome

The Story Fresheners were the talk (and smell) of the book fair and a “bestseller”, becoming out of stock in just two days … with thousands of requests for a “re-print” piling up. This made for Dacia’s most successful participation at the book fair, in all its 9 years of presence there, leaving a strong positive brand image and making our brand noticed by 120.000 visitors.The innovative experience generated 297 articles.

And for the first time, people left the book fair thinking of Dacia, regardless the car they were driving.

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