Dacia

Dacia is an accessible brand that offers its clients the essentials of automobiles. We wished to add to this interesting positioning through the introduction of an emotional dimension, based on humanness and connexion to nature. The sonic identity embodies this new universe in an authentic and innovative way.

Andreea Culcea, Strategic Brand Manager Dacia

Robust, charming and minimal

A musical walk off the beaten path for Dacia

Challenge

In 2017, Sixième Son created Dacia’s first Sonic Identity. It functioned well, obtaining a strong reconnaissance but weak attribution.


Early 2021, they contacted us again to discuss the sonic imprint of the brand, which needed to be remodeled after a complete visual and thematic shift. Stemming from a strong will to fully embody the brand’s values: outdoor oriented, robust, smartly designed and focused on fundamental characteristics, delivering a new, well-fitting Sonic Identity and Logo had become a crucial need for the brand.

Sonic identity

Robust: The brand has always stood out by its robustness. The sonic identity lays on this base, mixing drums, basses and electronic sounds together to evoke a strong personality, reliability and self-confidence.

Seductive: Following its legacy, the manufacturer shapeshifts with style.  From lone travelers to families, everyone can connect with their creations. The new vehicles adapt to all lifestyles in style : a blessing we made sonic.

Responsible: Dacia is an engaged brand. The modernity of the music also demonstrates the adaptability of the brand to current challenges, evoking trust, robustness, comfort and serenity. With it, Dacia demonstrates its reach, its down-to-earth nature and its ability to respond to today’s needs, both in its own industry and in communication.

Results

Launched October 2021, the Sonic strategy is deployed on all (Points Contacts) and will therefore be heard on TV, radio, digital, during international fairs, and even in the vehicles.

Moreover, it was quickly adopted by the teams in each step of the hierarchic ladder :  we presented this new brand identity to the director of Dacia. Convinced by one of our propositions, he gave us the green light to proceed with the project and even jokingly asked for a ringtone to let the teams have a  listen. Taking his query seriously, we created the ringtone for him, which he used to demonstrate the quality of the chosen project to his teams. The engagement was very quick.

Credits

CLIENT LEAD

Andreea CULCEA : Strategic Brand Manager, Dacia

AGENCY

Michaël BOUMENDIL : President & Creative Director
Laurent COCHINI : Managing Director
Delphine GUERIN : Key Account Director
Vincent TURBE : Senior Art Director
Marion COMBES, Alexis MANGOU, Pierre MOREAU : Musical Design