Campaign details

Brand: Volkswagen
Brand owner: Volkswagen Group
Lead agency: PHD
Contributing agencies: DDB
Country: Italy
Industries: Automakers & marques
Media channels: Mobile & apps, Outdoor, out-of-home, Programmatic display
Budget: Up to 500k

Executive summary

The goal of this campaign was to achieve maximum exposure during Ligue A and B live matches by geotargeting users close to all stadiums and OOH installations (mainly inside bigger malls). The occasion was the launch of Boxing Day matches in Italy, with an entire round of football matches on 26 December 2018 and another round a few days later, on 31 December.

Market background and context

Advertising pressure in the automotive industry is increasing and that impacts the purchase journey. The consumer path has become circular and a brand's purpose should be to send relevant messages that engage consumers. Users interested in sport (especially football) are a fundamental target for auto brand Volkswagen, which sought to increase the association between football and the brand. Its ultimate goal, using digital metrics, was to get closer to consumers' habits and passions.

Communications objectives