Renault: Dacia Family Project

Credits & Description:

Agency: Publicis Italy
Brand: Renault Italia
Country: Italy
Advertising Agency: Publicis Italy, Milan
Entrant Company: Publicis Italy, Milan
Media Agency: Omd, Milan
Pr Agency: Mslgroup-Publicis Consultants Italia, Milan
Production Company: Bedeschi Film, Milan
Strategic Planner: Bela Ziemann (Publicis Italy)
Media Specialist: Chiara Isidori (Renault Italia)
Director: Gigi Piola (Bedeschi Film)
Agency Producer: Laura Pace (Publicis Italy)
Advertising And Crm Executive: Daniela Reggi (Renault Italia)
Editor: Fabrizio Squeo (Bedeschi Film)
Copywriter: Mattia Basti (Publicis Italy)
Account Executive: Sathya Weerasinghe (Publicis Italy)
Group Account Director: Simona Coletta (Publicis Italy)
Copywriter: Francesco Martini (Publicis Italy)
Digital Art Director: Iacopo Gioffrè (Publicis Italy)
Photographer: Mario Ermoli (Mandala Creative Production)
Executive Producer: Federico Salvi (Bedeschi Film)
Account Director: Benedetta Virga (Publicis Italy)
Art Director: Dario Citriniti (Publicis Italy)
Art Buyer: Stefano Gruarin (Publicis Italy)
Advertising And Crm Manager: Elisabeth Leriche (Renault Italia)
Corporate Communication Manager: Paola Repaci (Renault Italia)
Account Supervisor: Simona Vitale (Publicis Consultants Italia)
Art Director: Jacopo Menozzi (Publicis Italy)
Digital Creative Director: Massimo Guerci (Publicis Italy)
Communication Manager: Pierfrancesco Frosini (Omd)
General Manager: Alessandro Paoletti (Publicis Consultants Italia)
Creative Director: Bruno Bertelli (Publicis Italy)
Creative Director: Cristiana Boccassini (Publicis Italy)
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 families, starting with sports enthusiasts. In order to clean the ground for the launch of a new limited series dedicated to families
Execution:
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.
Campaign Description:
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.
Synopsis:
In Italy in recent years mostly ultras have attended stadiums and football support has become an issue of public disturbance. The government has worked hard to keep violent supporters out of the stadiums. As a result the stadiums are gradually empting. This situation is a bad starting point for Dacia that, after 8 years of sponsorship with the Udinese Football team, has decided to give its name to the new Udinese stadium. How can Dacia stimulate a positive support and convince new supporters to go to the stadium?
Outcome:
148 future supporters are about to be born2 new supporters are already born Nearly 1.500.000 people watched the game95% of national TV and press covered the storyMedia impressions: over 80.000.000 equal to 2.000.000 € of free media spacesGrowth 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