DACIA – A SUPERFAN, A CUSTOM WEBSITE AND A SUPERSTAR PUG
Soccer fever’s been high in the Orangeye office so it was good news all round when our client Media Central approached us in May asking us to build a hub for all of its stations for the Dacia Superfan promotion.
The aim of Dacia Superfan was to find the Republic of Ireland’s biggest ‘superfan’, with the Renault subsidiary offering the incredible prize of an all-expenses-paid trip to the European Championship in France in their Dacia Duster jeep.
The mechanic for the competition was for fans to upload their video via the hub – www.daciasuperfan.com – demonstrating how much of a superfan they truly were. Built by Orangeye Media, the site had to be capable of accepting a range of video formats including MOV, 3GP, MP4.
Traffic to the hub was directed from Media Central’s stations (iRadio, Beat, Spin 1038, Spin Southwest, Dublin’s 98fm, Classic Hits 4fm and TXFM) as well as their social media outlets such as Facebook, Snapchat and Twitter.
Creative Director with Orangeye, Derek Cassells says the website build was straightforward and consistent with previous sites that Orangeye built. “The aim of the outcome was to build a website that struck a balance between the ‘superfan’ aspect of the competition, while retaining clear Dacia brand layout, respectful to their brand guidelines and tone of voice,” he says. This was achieved by creating a website which mirrored Dacia’s own, with a similar colour scheme an almost identical header and the same font, which was provided by the client.
Despite being a straightforward website to build, there were strict instructions not to link the Dacia competition directly to the soccer championship, as Dacia was not an official tournament partner. Words and phrases like ‘FAI’, ‘UEFA’, ‘Euros’ and even players’ names could not be used in written or spoken copy. This meant that Orangeye had the opportunity to tackle the brief in a more creative and indirect way, eventually leading to the selection of a football-crazed pug as the example of a ‘superfan’. These restrictions also meant supplying a specific list of phrases to stations’ DJs and social media managers (E.g. ‘The Green Army’ for the Irish team).
This dog then became the focal point of the website, featuring in the header image and a sample video which played automatically above the fold when a user landed on the site. The Dacia Duster jeep featured just as prominently.
Orangeye Media’s operations director Jonathan Duane says the great results speak for themselves: “The site had over 16,000 visitors, 100’s of videos uploaded and over 300gb of bandwidth used for a campaign that lasted for over just a week”
Derek says the project was an enjoyable one to work on and directing a dog in a video presented a career first for him. “It’s such an old cliché, but a creative person’s work is never finished, but I have to admit, I really do get a chuckle every time I watch the pug video,” he says.
Watch our video of the competition’s winner being chosen here: