Dacia.

Stay in. Win big.

We helped Dacia stand out in a crowded automotive market by turning a product launch into a live experience. Instead of talking about the car, we put people inside it. Four contestants lived in a Dacia Duster for days, eating, sleeping and competing to stay in the car the longest. Whoever held on won it.

The challenge played out live on Radio 538, supported by a continuous stream of content across channels. Listeners followed every moment, while DJs kept the tension high and the audience engaged. By making the car the center of the experience, we turned attention into participation. A simple idea that captured the durability of the car and kept people hooked from start to finish.