Grand LIA   |   Winners   |   Finalists

Non-Traditional
Automotive

Finalist

Entrant: Publicis Italy, Milan

Dacia
"Dacia Sponsor Day"

Corporate Name of Client: Renault Italia
Client Account Directors: Elisabeth Leriche/Cristina Buffone
Agency Account Directors: Emanuela Dionisi/Benedetta Virga
Media Planner: OMD
Planner: Carla Leva
Strategic Planner: Bruno Tecci
PR / Marketing: Publicis Consultants Italia
Agency: Publicis Italy, Milan
Creative Directors: Bruno Bertelli/Cristiana Boccassini
Copywriter: Alessandra Romani
Art Director: Alexandra Todero
Executive Agency Producer: Giulia Atzori
Production Company: Bedeschifilm, Milan
Director: Gigi Piola
Executive Producer: Federico Salvi
Digital Director: Domenico Manno
Digital Art Directors: Alexandra Todero/Marco Fresta/Santi Urso
Digital Copywriters: Alessandra Romani/Alessandro Oddi
Digital Project Manager: Mauro Ceppi
Editor: Fabrizio Squeo

Description of the Project:
Dacia Sponsor Day used Dacia’s Serie: A football sponsorship to make a media space, usually significant only for the brand, relevant to consumers. For 3 league games, held in the stadium of Udine, Dacia offered its sponsor space on Udinese’s football jerseys to 3 small business owners in times of an economic crisis.
Watched by 52,000 people per game in-stadium and nearly 7 million people live on TV, this guaranteed huge advertising exposure they could never have afforded. 
Their company name appeared not only on the football jerseys but also on sideline banners, big screens and as interview backdrops.