| Title | DACIA FAMILY PROJECT |
| Brand | RENAULT ITALIA |
| Product/Service | DACIA |
| Category |
B02. 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
|
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 |
| 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.
Campaign Success
From September 2015, Dacia stimulated the 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 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, 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.
Describe the success of the promotion with both client and consumer including some quantifiable 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
Explain why the method of promotion was most relevant to the product or service
Dacia Family Project 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 family cars manufacturer uses
this sponsorship to build and strengthen its brand positioning amongst families, in
order to launch a special edition dedicated to them. At the end, by pushing
Udinese supporters to start a family Dacia hasn’t just increased the number of
Udinese supporters, but its target too.
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 families, starting with sports
enthusiasts. In order to clean the ground for the launch of a new limited series
dedicated to families