1. Starting Point

The main goal of the campaign was to present the Dacia Duster in the right context to a nature- and car-minded audience and provide them with easily approachable content. The aim was to ensure the message reached the target group at a receptive moment — for instance, when they were consuming content related to driving, everyday mobility or lifestyle choices.

The campaign sought to build a positive brand image and encourage readers to learn more about the Duster’s features. With broad visibility, the objective was to highlight Dacia as a reliable and rational choice and to guide the audience toward exploring the full range and its benefits.

2. Solution

Otavamedia implemented an appealing outdoor-themed, multichannel campaign for Dacia that gained extensive visibility and reached a highly engaged audience. Tekniikan Maailma, along with Erä, Kippari, and Metsästys ja Kalastus magazines, provided the perfect audience for this campaign.

The native article produced for Tekniikan Maailma’s website was enriched with a captivating video and imagery filmed on a real wilderness trip. The authentic camping atmosphere came from a genuine outdoor setting and fishing enthusiasts, captured on video and in stills by our professional photographer Miika Kainu.

The campaign also included newsletter features and social media promotion through Tekniikan Maailma’s channels. Additional native placements were published on erälehti.fi, kipparilehti.fi, and metsastysjakalastus.fi.

3. Results

The campaign successfully achieved its goals. The article gained over 24,000 page views, with readers spending an average of 1 minute 26 seconds on the page.

Social media discussion was positive and community-driven. Commenters shared their experiences of various car brands, equipment levels, and quality — with many praising the Duster. In total, the social media reach approached 300,000 impressions.

Paid social advertising proved highly effective: cost per click was only €0.09, an excellent result for a male audience. The ads generated nearly 12,000 clicks to the article, strengthening the campaign’s goal of encouraging potential customers to explore the Duster in more depth.

“I truly enjoyed producing this campaign. It was a pleasure to work with Dacia, and I hope we’ll get to create similar projects in the future,” says Thomas Reenpää, Commercial Producer at Otavamedia.