Dacia uses Gareth Bale's Real Madrid transfer saga to push value message

Dacia: tweets about football transfers
Dacia: tweets about football transfers

Dacia is attempting to tap into the excitement around football's transfer window with a Twitter campaign focusing on the affordability of its models.

The Renault-owned discount car brand, which launched in the UK in January, has been tweeting about potential player transfers ahead of the 2 September "deadline day" using the hashtag #youdothemaths.

The activity, by Publicis UK, has addressed Tottenham Hotspur star Gareth Bale’s much-rumoured £93m record transfer to Real Madrid, as well as Manchester United’s bid for Everton players Leighton Baines and Marouane Fellaini.

It ties in with Dacia’s ongoing ‘You Do the Maths’ campaign, which looks to raise awareness of its vehicle prices. The marque’s cheapest model costs £5,995.

Jason Cobbold, deputy managing director at Publicis, said: "We want to spread the word in an amusing and conversational way, encouraging debate and discussion around what is ‘good value’. The football transfer window is the beginning of this journey."

Dacia sold over 8,000 vehicles in the UK to the end of July, according to the SMMT, with a market share of 0.6%, compared with Renault’s 22,000 new car registrations and 1.7% share of the market so far in 2013.

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