DACIA SPONSOR DAY|短视频|广告营销案例【ADGuider广告指南】

达西亚赞助日

案例简介：描述客户的简报: 达西亚总是把沟通的重点放在低价汽车上，目标是私人家庭。在某个时候，达西亚意识到关注价格是有限的，因此决定从低成本汽车转向物有所值的品牌。为了成功，达西亚想利用他们在意甲足球俱乐部乌迪内斯的赞助。然而，随着经济危机的持续，达西亚更愿意向主要受危机影响的小企业推广他们的商用汽车, 因为他们会从照顾他们的物有所值的品牌中受益最大。创意执行: 在意大利，许多小企业近年来一直在关闭。受益于经济危机，达西亚发起了赞助日，通过向小企业主提供有价值的广告曝光，证明它关心目标受众。他们永远无法提供的东西; 尤其是不到这个程度。通过这种方式，达西亚展示了与目标受众的亲密关系，并在凭借其一系列商用汽车成为物有所值的品牌方面迈出了一大步。简短/目标的创造性解决方案: 达西亚赞助日是一个在线竞赛，它让小企业主可以获得乌迪内斯球衣上的赞助空间，成为意甲一场联赛的赞助商: 在经济危机时期，任何小企业主都有机会获得高可见的广告空间。达西亚赞助日的成功旨在帮助获胜的小企业增加客户群，并在困难时期填写订单。对达西亚来说，这是成为他们选择的价值汽车品牌的机会。结果: 超过 4,000 家小企业参加了在线竞赛，其中 3 家企业的名字出现在乌迪内斯的球衣上。近 700万人观看了奥运会，95% 的国家电视和媒体在 700 多个新闻故事中报道了这个故事。媒体印象: 超过 122,000,000 Dacia Facebook 粉丝的增长: + 52% 达西亚推特粉丝的增长: + 30% 印象 # sponsordays 3,012,179 在比赛中 # Sponsordays 在前 4 个意大利热门话题中已订购 4,053 Dacias。

达西亚赞助日

案例简介：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.