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.

Starting from September 2015, Dacia stimulated 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 championship matches 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 championship, during the Udinese-Napoli match a whole sector of the stadium has been 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.

148 future supporters are about to be born

2 new supporters are already born

Nearly 1.500.000 people watched the game

95% of national TV and press covered the story

Media impressions: over 80.000.000 equal to 2.000.000 € of free media spaces

Growth of Dacia Facebook fans: +15%

Growth of Dacia Twitter followers: +20%

Impressions #daciafamilyproject: over 3.500.000

#daciafamilyproject 8 times in the Italian trending topics

+12% family cars sold