| Title | DACIA FAMILY PROJECT |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
B04. Use of Ambient Media: Large Scale |
|
Entrant
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PUBLICIS ITALY Milan, ITALY
|
|
Idea Creation
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PUBLICIS ITALY Milan, ITALY
|
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Media Placement
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OMD Milan, ITALY
|
|
PR
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PUBLICIS ITALY Milan, ITALY
|
|
Production
|
BEDESCHI FILM Milan, ITALY
|
Credits
| Bruno Bertelli |
Publicis Italy |
Creative Director |
| Cristiana Boccassini |
Publicis Italy |
Creative Director |
| Francesco Martini |
Publicis Rome |
Creative Director |
| Massimo Guerci |
Publicis Italy |
Digital Creative Director |
| Dario Citriniti |
Publicis Italy |
Art Director |
| Iacopo Gioffré |
Publicis Italy |
Digital Art Director |
| Mattia Basti |
Publicis Italy |
Copywriter |
| Benedetta Virga |
Publicis Italy |
Account Director |
| Sathya Weerasinghe |
Publicis Italy |
Account Executive |
| Laura Pace |
Publicis Italy |
Agency Producer |
| Stefano Gruarin |
Publicis Italy |
Art Buyer |
| Bela Ziemann |
Publicis Italy |
Strategic Planner |
| Elisabeth Leriche |
Renault Italia |
Advertising and CRM Manager |
| Daniele Reggi |
Renault Italia |
Advertising and CRM Executive |
| Chiara Isidori |
Renault Italia |
Media Specialist |
| Gigi Piola |
Bedeschi Film |
Director |
| Federico Salvi |
Bedeschi Film |
Executive Producer |
| Fabrizio Squeo |
Bedeschi Film |
Editor |
| Alessandro Paoletti |
Publicis Consultants Italia |
General Manager |
| Pierfrancesco Frosini |
OMD |
Communication Manager |
| Claudia Rossano |
OMD |
Planning Manager |
| Jacopo Menozzi |
Publicis Italy |
Art Director |
| Mattia Basti |
Publicis Italy |
Copywriter |
| Simona Coletta |
Publicis Italy |
Group Account Director |
| Mario Ermoli |
Mandala Creativive Production |
Photographer |
| Simona Vitale |
Publicis Consultants |
Account Supervisor |
The Campaign
Dacia presents Dacia Family Project, the contest that convinced Udinese supporters’ to start a family by giving away a seasonal ticket for them and the future supporter too, in order to grow a new generation of fans.
Creative Execution
Starting from September 2015, Dacia stimulated Udinese supporters to start a family with a direct campaign: a special pregnancy test, distributed out of the stadium that in case of positive result showed the black&white stripes of Udinese Calcio. It also created a web app to match the calendar of fertile days with the Udinese’s championship matches calendar that was supported by a display campaign focused on Udinese supporters. To increase communicability through the target, were also made some video inscriptions where the Udinese football players thank their fans for the future supporter. At the end of the contest, for the first time in the Italian football championship, during the Udinese-Napoli match a whole sector of the stadium has been reserved to the winners: more than 100 pregnant women populated the stadium and 20 of them lined up with the football players, with everyone's eyes on them.
Results
148 future supporters are about to be born 2 new supporters are already born Nearly 1.500.000 people watched the game 95% of national TV and press covered the story Media impressions: over 80.000.000 equal to 2.000.000 € of free media spaces Growth of Dacia Facebook fans: +15% Growth of Dacia Twitter followers: +20% Impressions #daciafamilyproject: over 3.500.000 #daciafamilyproject 8 times in the Italian trending topics +12% family cars sold
Dacia Family Project is a campaign that involved Udinese supporters in order to create a new generation of football fans, a direct response of problem to the empty stadiums and violent support. For the first time, in the Italian Football Championship, more than 100 pregnant women populated the stadium and 20 of them lined up with football players wearing a special jersey, to underline that the love for their favourite team could be born from their belly. Football fans and sports journalists alike were directly affected by the message and spread it further in social media and sports media coverage.
Dacia is a low cost range of family cars made for people with limited economic resources. Hence Dacia wanted to take advantage of its Serie A sponsorship with Udinese Football Team to increase brand affinity with the family, starting with people passionate about sports. In order to set the tone for the launch of a new limited series dedicated to Families.