Winners & Shortlists


Entrant Company PUBLICIS ITALY Milan, ITALY
Advertising Agency PUBLICIS ITALY Milan, ITALY
Media Agency OMD Rome, ITALY
Production Company BEDESCHI FILM Milan, ITALY
Name Company Position
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.


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