Brand owner: Volkswagen Group
Lead agency: PHD
Contributing agencies: DAZN Media, DDB
Industries: Automakers & marques
Media channels: Sponsorship - sports, Television
Budget: 1 - 3 million
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:
- 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.
- The first advertiser on DAZN worldwide. Starting from this experience in Italy, DAZN has been able to launch new partnerships in other countries.
- The first entirely cross-device communication planning. The same creative could be approached on all connected devices at the same time.