DACIA SPONSOR DAY - THE SPLIT
| Title | DACIA SPONSOR DAY - THE SPLIT |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
A08. Use of Branded Content & Sponsorship |
|
Entrant Company
|
PUBLICIS ITALY Milan, ITALY
|
|
Advertising Agency
|
PUBLICIS ITALY Milan, ITALY
|
|
Media Agency
|
OMD Milan, ITALY
|
|
Production Company
|
BEDESCHI FILM Milan, ITALY
|
Credits
| Bruno Bertelli/Cristiana Boccassini |
Publicis Italy |
Creative Directors |
| Massimo Guerci |
Publicis Italy |
Digital Creative Director |
| Francesco Martini |
Publicis Italy |
Copywriter |
| Alexandra Todero/Cecilia Moro |
Publicis Italy |
Art Buyer |
| Giorgio Luchetti |
Publicis Italy |
Graphic Designer |
| Simona Coletta/Benedetta Virga/Sathya Weerasinghe |
Publicis Italy |
Client Service Director |
| Giulia Atzori |
Publicis Italy |
Agency Producer |
| Stefano Gruarin |
Publicis Italy |
Art Buyer |
| Elisabeth Leriche |
Renault Italia |
Advertising and CRM Manager |
| Cristina Buffone/Daniele Reggi |
Renault Italia |
Advertising and CRM Executives |
| Paola Repaci |
Renault Italia |
Corporate Communication Manager |
| Simone Cuollo Conforti |
Renault Italia |
Media Specialist |
| Gigi Piola |
|
Director |
| Federico Salvi |
BedeschiFilm |
Executive Producer |
| Fabrizio Squeo |
|
Editor |
| Daniele Testa |
Mandala Creative |
Production Photographer |
| Alessandro Paoletti |
Publicis Consultants Italia |
General Manager |
| Pierfrancesco Frosini |
OMD |
Communication Manager |
Brief Explanation
In Italy, professional football gets all the media attention. All other sports have no visibility, which
means no sponsors and no money. Being a low-cost automotive brand with people's needs in mind,
Dacia's strategy is to demonstrate closeness to people who achieve great results with few
resources. As the main sponsor of Serie A football team Udinese, Dacia decided to help sidelined
sports teams by giving them the visibility they need to survive. Dacia Sponsor Day presents: The
split. An online contest, which offered penniless sports teams the opportunity to share the visibility
with a Serie A football team.
Results and Effectiveness
The winning team shifted from few tens of spectators, to be the protagonist of an event watched by 2 million people and covered by 99% of national TV and press, producing 500 news stories of media impressions, equal to 450k € of free media spaces. Dacia's fan base grew by 23% and #sponsorday ranked #1 on the trending Italian topics.
Creative Execution
In order to maximize contest visibility and to make the most out of Dacia's sponsorship activity, Dacia launched Sponsor Day officially on Udinese's and Dacia's social channels and supported the launch by direct e-mailing campaign to all sports federations and leagues. Print and display campaigns were aired for two weeks on main sports newspaper sites. PR activities increased contest visibility. The winning team was officially announced and presented in front of a 2 million
football audience and became protagonist of a campaign on TV, print, ooh and web.
Insights, Strategy and the Idea
Dacia is a low cost automotive brand targeted at people with limited economic resources. In times of an ongoing economic crisis this is a steadily growing target market that can be found in particular amongst sports enthusiasts. Dacia therefore entered into Serie A sponsorship deal with Udinese Calcio as this could help the brand to become top of mind amongst football fans.
To reach this target in Italy is easy because there are lots of tv broadcast stations, newspapers, websites, blogs, magazines, etc. dedicated to sports and in particular to professional football.