Test My Dacia.
Moroccans trust people who've tried something over experts. Dacia built an app that let would-be buyers book a test drive with a Dacia owner nearby instead of a salesperson.
- Brand
- Dacia
- Agency
- VML
- Market
- Morocco
- Region
- MENA
- Year
- 2024
The challenge
Dacia faced scepticism in Morocco from people who criticised the brand without having driven one, in a market where car purchases follow personal recommendations.
The idea
VML Casablanca built the strategy on the Moroccan proverb سول لمجرب لا تسال الطبيب, 'ask someone who has tried it, not the doctor'. A mobile app, described in the entry as an Uber for test drives, connected potential buyers with more than 500 Dacia owners who became ambassadors. It launched in Q1 and ran for six months nationwide, promoted on Facebook, Instagram and Google Ads and backed by influencers.
Results
- Sales up 16% (39,331 cars), according to the Dubai Lynx entry
- 17.8 million impressions, app downloads up 60% and a 70% response rate to test drive requests, by the entry's figures
- 75% of users said they trusted the brand more after a test drive, the entry says
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative Strategy – Challenger Brand StrategyGold
- Dubai Lynx 2025Brand Experience & Activation – Customer Acquisition & RetentionSilver
- Dubai Lynx 2025Creative Commerce – Mobile-led CommerceSilver
Credits
- Creative agency, production and post-production
- VML Casablanca
- Post-production
- Origin
- PR and media placement
- OMD Casablanca
- Global Chief Creative Officer Innovation /EMEA CCO, VML
- Bas Korsten
- Chief Creative Officer MENA, VML
- Chafic Haddad
- Creative Director, VML
- Nabil Sarih
- Managing Director, VML
- Hazem Kaddour
- Account Director, VML
- Hind Seffar
- Graphic Designer, VML
- Walden Theodore Ndong
- Digital Art Director, VML
- Walid Bendra
- Art Director, VML
- Ahmed Idrissi
- Project Manager, VML
- Meryem Idcroum
- Studio Manager, VML
- Achraf Falah
- Community Manager, VML
- Najlae Jnina
- Strategy/Planning, VML
- Mongi Bhouri
- Digital Project Manager, VML
- Aya Raghi
- Associate Account Director, VML
- Sophia Tazi
- Producer, Origin
- Chatri Zoubeir
- Copywriter, VML
- Fernando Miranda
