Category: Automotive
Media: Direct
Brand: Dacia
Client: Udinese Calcio
Agency: Publicis
Geo: Italy
Advertising Agency: Publicis, Milan, Italy
Global Chief Creative Officer / Publicis WW, Chief Executive Officer / Publicis Italy: Bruno Bertelli
Chief Creative Officer Publicis: Cristiana Boccassini / Italy
Creative Director: Francesco Martini
Digital Creative Directors: Michele Picci, Massimo Guerci
Art Director: Andrea Raia
Copywriter: Matteo Gatto
Strategic Planner: Mattia Bellomo
Published: May 2018
Synopsis:
We turned a Serie A football match into the greatest live auction ever. Every fan could place an offer and land one of the 11 jerseys that Udinese champions were playing with. They were formerly 11 fans' jerseys on sale online for a few euros. To raise their value Dacia collected the shirts and, as sponsor of Udinese, let the players wear them. For the first time in history a team played with 11 different jerseys, making Udinese-Lazio a once-in-a-lifetime match. This way the jerseys instantly became collector's items and we put them on auction in real time on digital platforms. The auction starred an exceptional auctioneer: italian football's legend Ciro Ferrara, who was on the field behind his pulpit. The jerseys' value increased by more than 1000% and the proceeds helped the shirts' owners to fund their projects. Because Dacia always gives people more than they expect.
Every day millions of people sell all kinds of items to fund their personal projects. Football items are among the most auctioned, unfortunately they don't always get the amount of money a person might be hoping for. As a main sponsor of Udinese Calcio, Dacia collected 11 old jerseys from fans online and raised their value on the pitch, by getting the players to wear fans' jersey and during the match these shirts were auctioned online. The proceeds of "The Auction" helped the 11 owners of the shirts to fund the projects they were working on.