NEW DACIA DUSTER FOR US, FOR REAL PEOPLE

Publicis Conseil

DACIA is launching the third generation of its iconic SUV, the Duster.

Introduced in 2010, Duster has become the flagship of the DACIA brand over the years, democratising the SUV with more than 2.2 million registrations. Duster accompanies everyone, individuals, families, and professionals alike, in their outdoor activities and leisure.

The new Duster will offer an unprecedented range with two distinct finishes, Extreme and Journey, with engines tailored to the real needs and usage of its users:

Full Hybrid (Hybrid 140), an all-new petrol engine with light hybridisation (TCE 130 48V) and, of course, LPG bi-fuel (Eco-G 100). The new Duster will also be available with Terrain Control 4x4 transmission (5 driving modes).

This new generation of Duster will appeal to a growing number of customers, thanks to its assertive new design, proud of the Dacia brand identity, its real cross-country ability (31° approach angles), and the new modular YouClip mounting system, which allows you to install your smartphone, a pouch, or a small portable light in different places, for example.

This launch is an opportunity for DACIA to take a more global approach to the brand, with a worldwide manifesto film created by Publicis Conseil and directed by Max Walkin (Wanda). The film showcases an authentic vision of the car, designed, and built for every use, every moment of real life. A life made up of simple joys, intense moments, and real, human encounters.

This film has been adapted into several formats, focusing on the new Duster, for the Reveal campaign. A new Duster, built to meet the demands of real life, particularly outdoors, its preferred territory.

For its international version, the film is carried by the universally famous song California Dreamin', sung by Barry McGuire. This interpretation underlines the emotion of the film, while keeping the rhythm of this human tale engaging. Finally, the lyrics express the desire to discover other horizons, other places.

Discover the film: https://youtu.be/Bir9qhhdmE0

The campaign will be rolled out across Europe from 1 December, with a TV, Digital, social media and CRM campaign, including a series of photos taken by Patrick Curtet (Quad).

"The launch of the new Duster is an important moment in the history of the DACIA brand, as it is an icon in the SUV market. This 3rd generation has many assets that are sure to win unanimous approval. Design, engines, equipment, the new Duster is more than ever built for all activities, especially outdoor ones.

Together with the agency, we wanted to use a two-level communication approach for this launch, to reach as many people as possible. We wanted the film to be an ode to today's real life, from the point of view of an authentic brand, close to real people, a brand that is very much of its time.

And to present the new Duster as the SUV that accompanies people in all of life's moments, from the simple to the more intense, but always authentic and very human.

Music plays a key role in the film, which is why we took particular care in selecting it, not only to support the emotional dimension of the film but also to resonate with people in their different markets," explains Carine GAILLIEZ - VP Brand & Communication DACIA.