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 fixture calendar, 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, during the Udinese-Napoli match, a whole
sector of the stadium was 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.
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 makes the most of the attention Italian media dedicate to
football. For the first time in the Italian Football Championship, during the Udinese-
Napoli match 20 pregnant women lined up with the football players wearing a
special shirt with a small Udinese black&white jersey on the baby bump, to
underline that the love for their favorite team could be born from the belly. A
special event made by Dacia to give a positive message to families and football
supporters that were directly affected by the message and spread it further in social
media and sports media coverage.
Insights, Strategy and the Idea
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 from
sports passionate people. In order to recruit the Udinese supporters, the campaign
benefited from the Udinese database, media and social channels. The media
planning involved the main sports newspaper and websites too. The final event
took place in front of over 1.500.000 people at the stadium and on TV, and set the
tone for the launch of a new limited series dedicated to families.