Dacia once again places the Sandero at the center of its communication with a new pan-European campaign that accompanies the update of the model and reinforces its position as the best-selling car in Europe, with more than 3 million vehicles in circulation, according to Data Force. Far from resorting to aspirational messages, the brand insists on a territory it knows well: functionality, accessibility and the ability to respond to real day-to-day needs.
The Sandero appears as a practical solution that allows you to continue each journey
The new Sandero features a renewed exterior design, a new front grille, updated touch screen and a new automatic transmission with paddle shifters on the steering wheel. Improvements that expand its versatility without breaking with the original spirit of the model, which has become a benchmark in the European market for its balance between price, performance and reliability.
To accompany this launch, Publicis Conseil has developed a 360º campaign articulated around a main spot. Directed by Pierre Dupaquier (WAFLA) and produced by Iconoclast, the piece builds its story from unforeseen situations: a walker surprised by the rain, a young woman who misses the bus, a breakdown on the road between a teenager and her father. In all cases, the Sandero appears as a practical solution that allows you to continue the journey.
The creative approach avoids the prominence of the vehicle as an aspirational object to position it as a useful tool, present when things do not go as planned. A choice consistent with the historical positioning of the brand and with the data that articulates the campaign: if there are more than three million Sanderos circulating in Europe, it is very likely to come across one at any time.
The campaign will be deployed starting this January in different European markets through a media plan that includes online video, digital content, CRM and a series of photographs signed by Sébastien Staub. The objective is to reinforce the presence of the model at all points of contact, maintaining a homogeneous story on a continental scale.
Beyond the creative level, the campaign also marks a milestone in terms of responsible production. For the first time within the Renault Group, Dacia has obtained the 2-star Ecoprod seal, audited by AFNOR Certification, for the four spots corresponding to the Duster, Logan, Sandero and Jogger models, within the framework of the Dacia Synergie 2025 project. This is, according to the brand, a first case worldwide in the automotive sector, which certifies concrete advances in reducing the environmental impact of audiovisual production.
With this move, Dacia not only updates one of its key models, but also consolidates a way of communicating consistent with its value proposition: functional products, direct communication and growing attention to responsibility throughout the chain, including advertising.
