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# DACIA SANDERO STEPWAY A BRAND PLATFORM
Cecilia Pre* – strategic planner Ceciliapre*@gmail.com Dacia Sandero case history
CHALLENGE Show that you can have a very good and valuable product with an accessible budget. DISCOVERY ON THE TARGET A generation that have discovered the importance of good value for money and it is proud of it. They look for a brand that can answer their need to feel SMART: not more looking for a brand as a status symbol BUT as a mirror of their economic and social “maturity”. NOT a sacrifice BUT a conscious choice. INSIGHT When I choose those products defined as low cost, I do not do it as a sacrifice but because it makes me feel good to have quality at the right price. STRATEGY Show people you can make your wishes come true even with a low budget in line with Dacia’s values. IDEA Three different sectors’ specialists show us how it is actually possible to get the best of our daily projects with a low budget; 7.900 EUROS, the same price of the new Dacia Sandero.
# DACIA SANDERO STEPWAY
Cecilia Pre* – strategic planner Ceciliapre*@gmail.com Dacia Sandero case history
CONCEPT
A BUDGET LIFE. LINE GET MARRIED, GET DRESSED AND RENEW YOUR HOUSE WITH 7.900 EURO.
# DACIA SANDERO STEPWAY
Cecilia Pre* – strategic planner Ceciliapre*@gmail.com Dacia Sandero case history
SPECIALISTS We chose three specialists got famous to audience thanks to their personal live show on Real Time channel.
# DACIA SANDERO STEPWAY
CARLA GOZZI PERSONAL SHOPPER
ENZO MICCIO WEDDING PLANNER
PAOLA MARELLA INTERIOR DESIGNER
Cecilia Pre* – strategic planner Ceciliapre*@gmail.com Dacia Sandero case history
THANK YOU
Cecilia Pre* – strategic planner Ceciliapre*@gmail.com Dacia Sandero case history