Campaign details

Brand: Volkswagen
Brand owner: Volkswagen Group
Lead agency: PHD
Contributing agencies: DAZN Media, DDB
Country: Italy
Industries: Automakers & marques
Media channels: Sponsorship - sports, Television
Budget: 1 - 3 million

Executive summary

The main objective for this activity was to be the first and only advertiser worldwide on live sport and on-demand streaming service DAZN, able to reach football audiences for Serie A and B matches not reached by anyone else, on a pay-only, over-the-top (OTT), cross-device platform.

This work achieved at least three 'firsts' for media:

  1. The first partnership with an OTT digital platform in Italy. Being the first, Volkswagen defined the metrics and the data needed for the evaluation, mixing on- and offline metrics and practices.
  2. The first advertiser on DAZN worldwide. Starting from this experience in Italy, DAZN has been able to launch new partnerships in other countries.
  3. The first entirely cross-device communication planning. The same creative could be approached on all connected devices at the same time.

Market background and context