Dacia and Sixième Son take first place at the Top/Com Corporate Business 2022 awards for its sound identity.
In 2021, Dacia once again created surprise with the revelation of its new visual identity based on a new brand platform. A contemporary vision of the Dacia values of essentiality, accessibility and authenticity. A new logo, visual and sonic identity were part of the first reveal on their digital touchpoints. This new identity was rewarded by the jury of Top/Com 2022.
The brand, founded in 1966, was originally intended to provide modern, family-friendly and robust cars to all Romanians. Today, Dacia is member of the Renault Group and a global automotive giant that continues to offer its clients the essentials of automobiles.
The essentiality, simplicity, authenticity and robustness of the products are values that are reflected in the creative process, thanks to a permanent and cooperative exchange between Dacia’s Design and Marketing Communication teams and its partners Sixième Son, Carré noir and Black Foundry. Consistency and simultaneity once again served a principle dear to the brand: simplicity at the service of efficiency.
Dacia values at the heart of the creative process
The new Dacia sound theme is a custom-made proprietary sound based on three components:
- A driving theme, embodying the “arrow” generated by the D in the logo
- An expression of outdoor movement through a reverberating, open-air effect that evokes the outdoors
- A simple, unique and identifiable melody
The creative process chosen by Dacia allows the brand to be more efficient, sustainable and authentic in its message. According to a test conducted by Harris on brand performance, 80% of respondents believe that Dacia’s new sounds and logo are a perfect match, 70% feel more connected to the brand.
An omnichannel approach
Xavier Martinet, Dacia’s VP of Sales and Marketing, insists on the scope of the message: “Dacia is the car brand that redefines the essentials and offers robust, modern products without the frills. We have launched five vehicles in less than two years and the new brand platform is being expressed at all touch points. The brand’s dynamism is expressed across all channels and in particular via an increasingly digitalized customer experience.”
This accessible move upmarket confirms its seductive and assertive side.