Volkswagen: Exclusive Partnership

Auto manufacturer Volkswagen implemented a cross-device communication plan in Italy to create a strong connection between the brand and the world of football.

Campaign details

Brand: VolkswagenBrand owner: Volkswagen GroupLead agency: PHDContributing agencies: DAZN Media, DDBCountry: ItalyIndustries: Automakers & marquesMedia channels: Sponsorship - sports, TelevisionBudget: 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...

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