Dacia’s UK arm has found a novel way to promote its cars, writing an “open letter” to George Osborne, Britain’s Chancellor of the Exchequer – a.k.a the man who controls the country’s finances. Published in the national press, the letter is part of a wide-ranging marketing campaign aimed at underlining Dacia’s affordable prices.
Addressed “Dear George”, the tongue-in-cheek copy suggests that the Dacia Sandero, priced from £5,995, a fraction of the cost of his current ministerial car, is the perfect car for him in the current economic climate, as “it’s solid, simple and doesn’t come with any frivolous extras”.
The letter ends with the line “What better way to say we’re all in this together?” As part of the “Dear George” campaign, Dacia will also communicate with Mr. Osborne via Twitter at the hashtag #DearGeorge.
“The Dear George campaign perfectly sums up Dacia’s belief in ‘eliminating the unnecessary’,” said Edward Preston, Dacia Brand Communications Manager in the UK. “It’s light-hearted, but nevertheless, there’s is a sound financial message behind it. If Mr Osborne would like to test drive a Sandero, or speak to one of our highly-trained Dacia sales personnel to discuss potential car financing options, we would be only too delighted to hear from him.”
The open letter was released on March 19, the day George Osborne revealed Britain’s 2014 budget.
By Dan Mihalascu
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