In mid-2012 Renault announced that it would launch a new car brand into the UK market, Dacia. Working together with Publicis to overcome the prejudices often directed at cheaper cars, especially ones from Eastern Europe, Dacia’s launch year was the best first year result ever recorded by a new car brand. The launch campaign used communications to make people proud of, not embarrassed by, their choice, by poking fun at traditional car advertising and championing no-nonsense frugality instead. The UK launch outperformed Dacia’s other European launches, selling nearly 22,000 cars, delivering a ROMI of 4.