Background
When Dacia introduced the all-new Bigster model to the Finnish market, the goal was to create a launch that the target audience simply couldn’t miss. The campaign was built on a diverse media mix: TV, print, digital, and digital outdoor advertising. The target group was people over 25 looking for a spacious and reasonably priced car — exactly the kind of driverswho should be behind the wheel of a Bigster.
Since this was a completely new model, the campaign’s main objective was to increase both awareness and consideration. To stand out in outdoor advertising, the choice was clear: digital outdoor formats and Outshine’s traffic environment screens
“The campaign met and exceeded our brand goals. Alongside Bigster, demand for our other models also increased. This proves the launch was successful and brought Dacia strongly intothe top-of-mind of our target audience.”
Execution
Ann-Marie Purontaus, Marketing Manager at Nordic Automotive Services Oy, began planning the campaign using Outshine’s planning tool, first identifying the most suitable screens in key dealership cities and finalizing the setup with Outshine’s expert team.
Outdoor advertising made up about one-fifth of the media mix — a deliberate choice, as digital outdoor formats enabled both nationwide visibility and precise targeting near dealerships. For the first time, the campaign was also prominently visible on Oulu’s bus stop screens. National visibility was further boosted along busy entry routes — exactly where drivers are most likely to notice.
Results
The campaign results speak for themselves. Traffic to the Bigster website surged during and immediately after the campaign, with a significant portion of visitors arriving directly. From a branding perspective, the results exceeded expectations. Dacia Bigster gained strong visibility among the target group, and the campaign created a clear halo effect — sparking interest in other Dacia models as well.
“The campaign met and exceeded our brand goals. Alongside Bigster, demand for our other models also increased. This proves the launch was successful and brought Dacia strongly intothe top-of-mind of our target audience,” says Ann-Marie Purontaus.
The results show that when digital outdoor advertising is combined effectively with other media, the impact goes beyond a single launch. In Dacia’s case, Outshine and DOOH played a key role in making Bigster visible — and elevating the entire brand to the next level.
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