Title	DACIA SPONSOR DAY - THE SPLIT
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 Milan, ITALY
Production Company	BEDESCHI FILM Milan, ITALY

Name	Company	Position
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 Brief

In Italy, 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, whose products respond to people's needs, Dacia's strategy is to demonstrate closeness to people who achieve great results with few resources. As sponsor of Serie A football team Udinese, Dacia decided to help sidelined teams by giving them the visibility they need to survive. Dacia Sponsor Day presents: The split. An online contest, which offered penniless teams the opportunity to win a sponsorship and to share the visibility with a Serie A football team.

Campaign Success

Dacia launched The Split – Dacia Sponsor Day: an online contest that gave one sidelined sports team the chance to win the exposure of a Serie A football team. The launch was supported by a direct e-mailing campaign to all sports federations and leagues. Print and display campaigns were aired for two weeks on main sports newspapers channels. PR activities further increased the visibility of the contest. The winning team has become protagonist of unprecedented media event. During one Serie A league games, football team Udinese Calcio played in a special jersey: half Udinese and half a penniless sports team. This way Dacia made Udinese Calcio split all its visibility with the winners: in print, tv, web, social media and inside the stadium. This event became then the ideal platform to launch a new Dacia limited edition in co-marking with the biggest Italian sports newspaper: Gazzetta dello Sport.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

'Dacia Sponsor Day – The Split' is a promotional campaign that utilizes Dacia's sports engagement in Italy's Serie A football league. Being the main sponsor of professional football team Udinese, Dacia is not simply seeking to increase brand awareness amongst sports enthusiasts. The low cost car maker rather uses this sponsorship to build and strengthen its brand positioning amongst football fans, as well as to make Dacia more appealing to co-marketing partners for special edition launches. Like in this case the Gazzetta dello Sport, Italy's biggest sports newspaper, with which Dacia has released a special edition that was announced during 'The Split'.