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Dacia
Romania’s Most Popular Online Brand
The online communication became a priority with Dacia’s sales strategy since as much as 50% of the car buyers within this segment turn to the Internet as their main source of information.
Hence, the online project entailed the following specific objectives: providing full information on the car models, guiding the visitors towards dealers and supporting promotional campaigns.
Sustained online presence
Central piece for its online presence, the www.dacia.ro website was designed as a sales tool to achieve the aforementioned objectives. Built around Dacia’s brand attributes (modern, robust and accessible), the site - launched in September 2005 - presents the features and advantages of the car range and the appropriate services in a very simple and user friendly environment.
All promotional campaigns enjoyed full online support with information on the main website and interactive games on especially dedicated mini-sites (Getting More from Logan to promote Logan Easy and Logan ABS, Live in Prestige Style to launch the eponymous version, Dacia Caravan etc.).
The constant online support and integration of all these operations with direct marketing and (online and offline) advertising ensured a great impact and yielded an incremental database of prospects.
Results
From 2005 to 2007, the average number of monthly one time visitors increased constantly: +131% in 2006 vs. 2005 and +58% in 2007 vs. 2006.
The traffic became regular in terms of figures and visiting periods whereas the volume remained constant throughout the week, weekends included.
Furthermore, the databases of people wanting to receive information from Dacia increased 3.2 times only in 2007 alone.
February’s survey of Leading Brands by Romanian Internet Users conducted by Gemius, revealed that Dacia is the most popular and trustworthy Romanian brand, enjoying the strongest presence on the Internet.
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- www.dacia.ro
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- Romania's Most Popular Online Brand
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