Dacia DM, Case study DACIA SPONSOR DAY by Publicis Italy

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DACIA SPONSOR DAY

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Industry Cars
Media Direct marketing, Case study
Market Italy
Agency Publicis Italy
Creative Director Bruno Bertelli, Pietro Maestri, Flavio Mainoli, Cristiana Boccassini, Paolo Cesano
Art Director Alexandra Todero
Copywriter Alessandra Romani
Production Bedeschifilm
Released October 2013

Awards

Cannes Lions, 2014
PR LIONS Practices & Specialisms: Sponsorship SILVER
DIRECT LIONS Strategy: Retention BRONZE

Credits & Description

Type of entry: Strategy
Category: Retention
Advertiser: RENAULT ITALIA
Product/Service: DACIA
Agency: PUBLICIS ITALY Milan, ITALY

Client: RENAULT ITALIA
Product: DACIA
Entrant: PUBLICIS ITALY Milan, ITALY
Type of Entry: Strategy
Category: Retention
Entrant Company : PUBLICIS ITALY Milan, ITALY
Advertising Agency : PUBLICIS ITALY Milan, ITALY
Media Agency : OMD Rome, ITALY
Production Company : BEDESCHI FILM Milan, ITALY

Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
Copywriter: Alessandra Romani (Publicis Italy)
Art Director: Alexandra Todero (Publicis Italy)
Digital Creative Director: Domenico Manno (Publicis Italy)
Digital Copywriter: Alessandra Romani/Alessandro Oddi (Publicis Italy)
Digital Art Director: Alexandra Todero/Marco Fresta/Santi Urso (Publicis Italy)
Agency Producer: Giulia Atzori (Les Enfants)
Account Director: Emanuela Dionisi (Publicis Italy)
Advertising And Crm Manager: Elisabeth Leriche (Renault Italia)
Advertising And Crm Executive: Cristina Buffone (Renault Italia)
Director: Gigi Piola ()
Producer: Federico Salvi (Bedeschifilm)
Editor: Fabrizio Squeo ()
General Manager: Alessandro Paoletti (Publicis Consultants Italia)
Account Supervisor: Simona Vitale (Publicis Consultants Italia)
Digital Account Director: Carla Leva (OMD Division Of Omnicom Group)
Strategic Planner: Bruno Tecci (Publicis Italy)
Account Supervisor: Benedetta Virga (Publicis Italy)
Digital Project Manager: Mauro Ceppi (Publicis Italy)

Describe the brief from the client:
Dacia always focused its communication on low price cars, targeting private households. At some point, Dacia realized that focusing on price is limiting and therefore decided to shift from low cost cars to value for money brand. To succeed, Dacia wanted to take advantage of their sponsorship with Serie A football club Udinese. However, with the ongoing economical crisis, Dacia preferred to promote their commercial vehicles to small businesses that are predominantly affected by the crisis, as they would benefit the most from a value for money brand that is looking after them.

Creative Execution:
In Italy, many small businesses have been closing down in recent years. Benefitting from the economical crisis, Dacia launched Sponsor Day to demonstrate that it cares for its target audience, by providing valuable advertising exposure to small business owners. Something they could have never afforded; especially not to this extent. This way Dacia manifested closeness to its target audience and made a big step in becoming a value for money brand with their range of commercial vehicles.

Creative Solution to the Brief/Objective:
Dacia Sponsor Day was an online contest, which made the sponsor space on Udinese’s football jerseys available to small business owners, to become Serie A sponsor for one league game: A life saving opportunity for any small business owner to get high visible advertising space in times of an economic crisis.
The success of Dacia Sponsor Day was aimed to help the winning small businesses to increase their customer base and to fill their order books in these difficult times. And for Dacia it was a chance to become the value car brand of their choice.

Results:
Over 4,000 small businesses participated in the online contest, of which 3 had their names appearing on Udinese’s jersey.
Nearly 7 million people watched the games and 95% of national TV and press covered the story in over 700 news stories.
Media impressions: over 122,000,000
Growth of Dacia Facebook fans: +52%
Growth of Dacia Twitter followers: +30%
Impressions #sponsordays 3,012,179 during the matches
#sponsordays in the Top 4 Italian trending topics
4,053 Dacias have been ordered.