Positioning Dacia as a value for money brand during tough economic times
Renault challenged us with enhancing their sponsorship of the Italian premier league football team, Udinese Calcio, via a strategy that would underline Dacia's 'value' platform, further distinguishing it from competitors.
At a time when 1500 Italian small business were closing shop every day, Dacia offered its sponsor space on the Udinese football team’s shirts to small business owners. A life saving opportunity for them to become official sponsors of one premier league football game. A competition to choose the eventual winners guaranteed high visibility for the small business owners in TV, press, and online - with additional exposure secured of course during the televised matches themselves.