PUBLICIS ITALY, Milan / RENAULT ITALIA / 2016
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 the violent supporters out of the stadiums. The result is that 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?
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.
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.