We created… the one word campaign. Da.
With a catchy a melody-mnemonic, we got stuck in the heads of consumers. Da — it's the first 2 letters from the brand name and the Russian word for "YES!" And the simple, catchy, effective jingle accompanied all advertising materials — from videos to outdoor advertising.
The format was so effective, it easily transformed into a series of 6 second ads to dominate the digital landscape. In the short spots, every 'Da' confirmed a single useful feature of the car.
Now there are more Datsun cars on roads than ever before.