During the financial crisis, people choose Dacia only for its low cost cars, but they don’t discern the brand from direct competitors. That’s why we had to increase the value of the brand to its customers, starting with small business owners. Dacia offered its sponsor space on Udinese’s football jersey for small sized companies. A life saving opportunity for business owners to become Udinese’s sponsor for one Serie A league game. The 3 winners of the online contest were guaranteed high visibility of their company name in PR, TV, digital and during live football matches.