Title	DACIA FAMILY PROJECT
Brand	RENAULT ITALIA
Product/Service	DACIA
Category	B08. Live Shows / Concerts / Festivals
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

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
Jacopo Menozzi	Publicis Italy	Art Director
Iacopo Gioffrè	Publicis Italy	Digital Art Director
Mattia Basti	Publicis Italy	Copywriter
Simona Coletta	Publicis Italy	Group Account Director
Benedetta Virga	Publicis Italy	Account Director
Sathya Weerasinghe	Publicis Italy	Account Executive
Laura Pace	Publicis Italy	Agency Producer
Stefano Gruarin	Publicia 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
Paola Repaci	Renault Italia	Corporate Communication Manager
Chiara Isidori	Renault Italia	Media Specialist
Gigi Piola	Bedeschi Film	Director
Federico Salvi	Bedeschi Film	Executive Producer
Fabrizio Squeo	Bedeschi Film	Editor
Mario Ermoli	Mandala Creativive Production	DOP
Alessandro Paoletti	Publicis Consultants	General Manager
Pierfrancesco Frosini	OMD	Communication Manager
Simona Vitale	Publicis Consultants Italia	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.

Execution

Starting from September 2015, Dacia stimulated Udinese supporters to start a family with a direct campaign: a special pregnancy test that in case of a 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. 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, 20 pregnant women lined up with the football players with everyone's eyes on them. In the same match, more than 100 pregnant filled up a whole sector of the stadium. The most part of the national TV and press covered the story with a huge PR response for Dacia.

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

The Situation

Dacia Family Project use Italian media dedicate to football, in order to give a positive massage to families and football supporters. Dacia involved Udinese supporters to create a new generation of football fans, a direct response to the problem of 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 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

The Strategy

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 people passionate about sports. In order to set the tone for the launch of a new limited series dedicated to families.