Cannes Lions

DACIA STORY FRESHENERS

PUBLICIS ROMANIA, Bucharest / DACIA / 2015

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Overview

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Credits

Overview

Execution

By scanning the car freshener, people could also listen to the audiobook title, while driving. Combined with its custom scent, it offered drivers a multi-sensorial experience on the road, making Dacia part of a story…regardless of the car.

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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