Dacia fuels up on culture

The carmaker Dacia has focused some of its social responsibility efforts on supporting culture, from film festivals to book fairs, being present at the most important national cultural events over the years. Anca Oreviceanu, director of communication and CSR, Dacia and Renault Romania, told BR what cultural sponsorship means to the Romanian carmaker.

By Oana Vasiliu

Read also: Putting Romania on the map – cultural festivals

Which festivals do you traditionally sponsor?

In recent years, Dacia was one the main sponsors for the most important cultural events of Romania, whether they were book fairs, film or music festivals. At Gaudeamus book fair, Dacia is a traditional partner for nine years now, where both Romanian and foreign authors chose to launch their books in Dacia’s stand, thus making us sustainers of reading in any form – printed book, e-book or audiobook. In regards the encouragement to read, we also support Imprimatur Gala for three years now.

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The local film industry is also on of our cultural concerns, being partners for seven years now at Gopo Awards Gala and offering our cars for some of the national productions such as 4 months, 3 weeks and 2 days , Somewhere in Palilula, Of snails and men, or Domestic. French Film Festival, BIEFF or Kinodiseea are among the festivals that we also support.

A field where we were closely involved is classical music. The George Enescu Festival, RadiRo festival, and “The Golden Flute”, ” The Duel of the Violins” and “George Enescu’s Violin in Villages” tours became our traditional partners, as well as a monthly educational program for children held by the Romanian Athenaeum called “Classic is fantastic”, where over 10,000 children have discovered the wonders of the classical beats.

Which is the company’s CSR policy?  

Worldwide, social responsibility activities of the Renault Group are divided into four major axes: mobility for all, human capital, the environment and road safety, which can also be found in our CSR activities in Romania, but the cultural events that we support have a branding component, while most of them have education as a key factor.

Do the funds you use for cultural support come from the marketing or CSR budget?

Cultural partnerships are generally supported from the communication budget of the group.

In terms of ROI, how do you see investment in a cultural product?

If we are talking about an investment in education or culture, it isn’t something from which you get immediate results while effects materialize in time. Therefore, we decided on long-term partnerships with sustained communication, which gives us visibility such as car exposure at an event and the fact that personalities are being transported by our cars.

Obviously, evaluation of actions is an important element in the decision to continue with a partnership. We follow media exposure generated by our actions or by the organizers, website traffic, social media exposure, the number of spectators / visitors, to see if we have reached our goals.