| Title | DACIA SPONSOR DAY |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
C02. CARS & AUTOMOTIVE SERVICES |
|
Entrant Company
|
PUBLICIS ITALY Milan, ITALY
|
|
Advertising Agency
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Agency
|
OMD Rome, ITALY
|
|
Production Company
|
BEDESCHI FILM Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Alessandra Romani |
Publicis Italy |
Copywriter |
| Alexandra Todero |
Publicis Italy |
Art Director |
| Domenico Manno |
Publicis Italy |
Digital Creative Director |
| Alexandra Todero/Marco Fresta/Santi Urso |
Publicis Italy |
Digital Art Directors |
| Alessandra Romani/Alessandro Oddi |
Publicis Italy |
Digital Copywriters |
| Giulia Atzori |
Publicis Italy |
Agency Producer |
| Emanuela Dionisi |
Publicis Italy |
Account Director |
| Benedetta Virga |
Publicis Italy |
Account Supervisor |
| Bruno Tecci |
Publicis Italy |
Strategic Planner |
| Mauro Ceppi |
Publicis Italy |
Digital Project Manager |
| Elisabeth Leriche |
Renault Italia |
Advertising And Crm Manager |
| Cristina Buffone |
Renault Italia |
Advertising And Crm Executive |
| Gigi Piola |
|
Director |
| Federico Salvi |
Bedeschifilm |
Producer |
| Fabrizio Squeo |
|
Editor |
| Alessandro Paoletti |
Publicis Consultants Italia |
General Manager |
| Simona Vitale |
Publicis Consultants Italia |
Account Supervisor |
| Carla Leva |
OMD |
Digital Account Director |
The Brief
Dacia always focused its communication on low price cars, targeting private households. At some point, Dacia realized that focusing on price is limiting and therefore decided to shift from low cost cars to value for money brand. To succeed, Dacia wanted to take advantage of their sponsorship with Serie A football club Udinese. However, with the ongoing economical crisis, Dacia preferred to promote their commercial vehicles to small businesses that are predominantly affected by the crisis, as they would benefit the most from a value for money brand that is looking after them.
Creative Execution
In Italy, many small businesses have been closing down in recent years. Benefitting from the economical crisis, Dacia launched Sponsor Day to demonstrate that it cares for its target audience, by providing valuable advertising exposure to small business owners. Something they could have never afforded; especially not to this extent. This way Dacia manifested closeness to its target audience and made a big step in becoming a value for money brand with their range of commercial vehicles.
Describe the creative solution to the brief/objective.
Dacia Sponsor Day was an online contest, which made the sponsor space on Udinese’s football jerseys available to small business owners, to become Serie A sponsor for one league game: A life saving opportunity for any small business owner to get high visible advertising space in times of an economic crisis.
The success of Dacia Sponsor Day was aimed to help the winning small businesses to increase their customer base and to fill their order books in these difficult times. And for Dacia it was a chance to become the value car brand of their choice.
Results
Over 4.000 small businesses participated in the online contest, of which 3 had their names appearing on Udinese’s jersey.
Nearly 7 million people watched the games and 95% of national TV and press covered the story in over 700 news stories.
Media impressions: over 122.000.000
Growth of Dacia Facebook fans: +52%
Growth of Dacia Twitter followers: +30%
Impressions #sponsordays 3.012.179 during the matches
#sponsordays in the Top 4 Italian trending topics
4.053 Dacias have been ordered