The Most practical mailing of the world

Background

What was the strategy of the campaign? Dacia, Renault’s low cost line, needed a mailing to update the e-mail and telephone numbers in its database (45,000 customers). Dacia Clients were supposed to fulfill this information when picking up their new car at the dealer, but the truth was that they were very reluctant to fulfill it. Their target is constantly asked to give their e-mail/mobile (the doctor, the shopping center, the supermarket, the kids school, the after sales dealer…) but they are tired of it! They knew they were “practical people” that would just fill in the information in case the brand feed their needs.