注意

文件暂时无法下载,请稍候再试!

注意

当前文件大小MB,你的下载剩余量(MB)已不足。

月下载量(150MB)将在每月第一天上午8:01分更新。

下载作品须先扫描二维码
并关注官方微信

注意

考虑到带宽成本,WELOVEAD提供的是有限量免费下载。

请在下载前,注意以下数据:

下载前余量 MB
文件大小 MB
下载后余量 MB

注意

由于当前服务器繁忙,请耐心等待秒。之后你就可以再次下载文件。

DACIA SPONSOR DAY

基本信息
行业: 汽车及相关服务
媒体:DM
投放:意大利
风格: Minimalism
说明cnen
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.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户主管:
制片:
导演:
剪辑:
其他职位:Digital Creative Director: Domenico Manno
Digital Copywriter: Alessandra Romani/Alessandro Oddi
Digital Art Director: Alexandra Todero/Marco Fresta/Santi Urso
Advertising And Crm Manager: Elisabeth Leriche
Advertising And Crm Executive: Cristina Buffone
General Manager: Alessandro Paoletti
Digital Account Director: Carla Leva
Strategic Planner: Bruno Tecci
Digital Project Manager: Mauro Ceppi
奖项
戛纳国际创意节 2014
银奖 公关活动
Sponsorship
戛纳国际创意节 2014
铜奖 直效
Retention
最新更新
加载中...
赞助商