The 22nd March is the European day of courtesy on the road. The week before Road Courtesy day, Renault and Dacia aired their radio commercials during the same commercial break at the same moment. This is how they raised awareness. On road courtesy day itself, RENAULT/DACIA aired the final ad in the campaign as a sequel, and example of how to be courteous to other road users.

Renault Group did something never done before on radio. Their 2 car brands Renault and Dacia fought for the same media space, just like drivers would fight for the same parking space. Aired during rush hour, it showed drivers how ridiculous impolite and aggressive road behaviour is.The week before European Day of Courtesy on the Road, Renault and Dacia harassed each other in 3 different commercials. On the 22nd of March, they finally understood, and ended their dispute in a courtesy manner.

It’s impossible to measure the results of this campaign. We cannot tell you if people were less aggressive on the road during this week. Still, a well written and highly amusing radio concept with two car brands arguing, brings a smile to every driver listening to this commercial. And we’re pretty sure that happy drivers are less tempted to aggression than others. So yes, this campaign was effective.