| Title | DACIA SPONSOR DAY |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
B02. 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/Benedetta Virga |
Publicis Italy |
Account Director/Account Supervisor |
| Mauro Ceppi |
Publicis Italy |
Digital Communication Manager |
| Bruno Tecci |
Publicis Italy |
Strategic Planner |
| Elisabeth Leriche/Cristina Buffone |
Renault Italia |
Advertising And Crm Manager/Advertising And Crm Executive |
| Gigi Piola |
|
Director |
| Federico Salvi |
Bedeschifilm |
Executive Producer |
| Fabrizio Squeo |
|
Editor |
| Alessandro Paoletti |
Publicis Consultants Italia |
General Manager |
| Pierfrancesco Frosini/Francesco Blini |
OMD |
Communications Manager/General Manager Omd Rome |
| Claudia Rossano |
OMD |
Planning Director |
| Carla Leva |
OMD |
Digital Account Director |
| Chloè Ripoche |
OMD |
Digital Department |
Results and Effectiveness
Michael Nino shifted from leaflets and sugar packets in order to promote his activity, to
sponsoring an event watched by 7 million people and covered by 95% of national TV and press,
producing 700 news stories and 122 millions of media impressions, equal to 500k € of free
media spaces. Dacia's fan base grew by 52% and #sponsorday ranked #4 on the trending Italian
topics: a lot closer to people and their needs!
Moreover, 4.000 Dacias have been ordered during our campaign.
But you can spot the best results in Michael Nino's eyes the day of the match!
Creative Execution
In order to maximize the contest visibility and to grant Dacia the best out of this sponsorship
activity in terms of awareness and sales, we built a three phases strategy.
Teaser: two weeks before the launch, the brand activation was introduced through a teaser
email to journalists, announcing that something special would happen on Udinese's jersey.
Then, a press conference announced the activation to journalists. Two days before the national
official launch we released a teaser video.
Launch: Dacia Sponsor Day was officially launched on Udinese's and Dacia's social channels
and was supported by a promo video, a display campaign, FB ads, POS materials and PR
activities. The online contest itself was placed on a dedicated minisite and a tab on Dacia's
Facebook page.
Match day: Dacia Sponsor Day was officially launched in front of a 7 million football audience,
granting us a great extra coverage in press and TV.
Insights, Strategy and the Idea
Michael Nino is a painter. He is proud of his jobs and puts all of his passion on it, but these are
hard times for small business owners: he tries to meet his client's needs halfway but with the
economic downturns he can't afford to spend much on advertising. So his business is
stagnating.
Dacia is a car brand, always been close people needs as it produces value for money cars.
Since its growth rates are braked by the crisis as well, Dacia decided further differentiate from
competition by stressing his positioning and actually acting as a value for money brand.
So, taking advantage of their sponsorship with Serie A football club Udinese, Dacia set up an
online contest in which 3 small business owners could win Dacia's sponsor space on Udinese's
football jerseys to have their company name promoted during a Serie A league game.