DACIA SPONSOR DAY - THE SPLIT
| Title | DACIA SPONSOR DAY - THE SPLIT |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
A08. Sponsorship |
|
Entrant Company
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PUBLICIS ITALY Milan, ITALY
|
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Advertising Agency
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PUBLICIS ITALY Milan, ITALY
|
|
Media Agency
|
OMD Milan, ITALY
|
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PR Agency
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PUBLICIS CONSULTANTS ITALIA 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 |
The Campaign
In Italy, Serie A football gets all the media attention. All other sports have no visibility, which means no sponsors and no money. Dacia, main sponsor of Serie A football team Udinese Calcio, wanted to help sidelined sport teams in need by demonstrating closeness to people who reach great results with few resources. Which is basically what Dacia offers as a brand with its range of best value-for-money cars in the market.
Challenge: To raise public awareness for the growing problem of Italy becoming a football mono-culture in which there is no place for other, minor sports.
Objective: For Dacia to become the value-for-money car brand of choice by demonstrating closeness to sports enthusiasts and their needs.
Strategy: To give side-lined sports teams the public exposure they never receive and never could afford in a football dominated media world.
Execution: The split – Dacia Sponsor Day: an online contest that gives minor sports teams the opportunity to share the visibility of a Serie A football team.
Outcome: 2.396 team participated in the online contest
Nearly 2 million people watched the games
99% of national TV and press covered the story in over 500 news stories.
#sponsorday in the Top 1 Italian trending topics
The Brief
As main sponsor of Serie A football team Udinese Calcio, Dacia wanted to help minor sport teams in need, by demonstrating closeness to people who reach great results with few resources. Like Dacia does, offering the range with the best quality-price ratio.
Execution
A contest was launched online and supported by direct e-mailing campaign to all sports federations and leagues in Italy. A print and display campaign was aired for two weeks on main sports newspapers. PR activities further increased contest visibility.
The winning team became protagonist of unprecedented media event. During one Serie A league game, the Serie A football team Udinese Calcio played in a special jersey: half Udinese and half a penniless, minor sports team. This way Dacia made Udinese not only split its jersey but all its publicity in print, tv, web, social media and inside the stadium. This event was the perfect opportunity to launch a new Dacia limited edition in co-marketing with Italy’s biggest sports newspaper: Gazzetta dello Sport.
2.396 teams participated in the online contest
Nearly 2 million people watched the games
99% of national TV and press covered the story
Media impressions: over 100.000.000
Growth of Dacia Facebook fans: +23%
Growth of Dacia Twitter followers: +19%
Impressions #sponsorday 3.000.000
#sponsorday in the Top 1 Italian trending topics
All this with less than €500k or 2% of Dacia’s annual budget.
The Strategy
Dacia is a low cost automotive brand that appeals to people with limited economic resources. In an ongoing economic crisis, this is a steadily growing target market that can be found in particular amongst sport enthusiasts. That’s why Dacia wanted to take advantage of its sponsorship deal with Serie A football team Udinese Calcio as a means to increase top of mind relevance among sports fans in general. As a brand, whose product range responds well with consumer needs, Dacia wanted to transfer its brand value of closeness to people’s needs into the world of sports.