Dacia – The Swap

Dacia The Swap

En Italie, les jeunes travaillent dur pour atteindre les objectifs et ambitions qu’ils se sont fixés. Pour cela, ils travaillent souvent les week-ends pour accumuler l’expérience et les ressources financières nécessaires. Malheureusement cela signifie souvent mettre leurs passions de côté, comme aller supporter leur équipe de football préférée au stade.

Dacia, sponsor principal du club de football de l’Udinese, est parti de cet insight pour concevoir leur nouvelle campagne autour du club. Publicis Italia, l’agence de publicité de Dacia a mis en scène un échange très particulier entre les joueurs de l’Udinese et les supporters.

Cette opération a reçu une couverture médiatique sans précédent au niveau national, mais aussi de nombreuses interactions (plus de 2 millions) sur les réseaux sociaux, faisant de cette campagne, le trending topic #1 en Italie.

Dacia et l’Udinese ont permis à 6 jeunes Italiens de vivre leurs passions pleinement avec « The Swap » : un footballeur a pris leur place pour la journée et ils ont pu vivre un match de Serie A aux premières loges, au bord du terrain.

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