DACIA FAMILY PROJECT

Bronze Eurobest

Case Film

Presentation Image

TitleDACIA FAMILY PROJECT
BrandRENAULT ITALIA
Product/ServiceDACIA
Category A03. Cars & Automotive Products & Services
Entrant PUBLICIS ITALY Milan, ITALY
Idea Creation PUBLICIS ITALY Milan, ITALY
Media Placement OMD Milan, ITALY
PR PUBLICIS ITALY Milan, ITALY
Production BEDESCHI FILM Milan, ITALY
Credits
Name Company Position
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
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 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.