Overview
Volkswagen
Amplifying World Cup Sponsorship Through Real-Time Media
Building on successful work with Audi, I secured the opportunity to work with Volkswagen and developed an AdTech concept designed to amplify its sponsorship of ITV’s FIFA World Cup coverage.
Drawing on previous client campaigns across TV synchronisation and live sports activation, I combined the two capabilities to connect Volkswagen’s digital advertising with relevant World Cup and TV moments. The six-week campaign delivered significant performance improvements, received three award nominations and helped expand the relationship with Volkswagen Group into Škoda.
The Objectives
Role: Client Solutions Director
Develop an innovative media proposition that could extend Volkswagen’s ITV World Cup sponsorship into digital channels and create greater relevance during key audience moments.
Combine audience insight, real-time AdTech and creative thinking to identify the TV and sporting moments most likely to drive engagement and improve campaign performance.
Use successful delivery and measurable results to strengthen the relationship with PHD Media and create opportunities to expand across the wider Volkswagen Group.
Expertise
-
Account Growth Strategy
-
Strategic Client Leadership
-
Senior Stakeholder Management
-
Solution Strategy & Development
-
Innovation & Strategic Roadmapping
-
Multidisciplinary Team Leadership
-
Digital Strategy & Transformation
The Approach
Connecting Proven Solutions
Identified an opportunity to combine two previously successful capabilities: synchronising digital media with television advertising and activating media around live sporting moments. Developed the concept as a way to extend Volkswagen’s World Cup sponsorship beyond ITV coverage and into digital channels.
Identifying the Right Moments
Worked with the Head of Insights to identify the sporting and television moments most relevant to Volkswagen’s audience, using those signals to determine when digital advertising should be activated.
Leading an Integrated Proposition
Led the engagement across Volkswagen, PHD Media, creative agency partners and internal Insights, Product and Client Services teams, coordinating the technology, media and creative requirements needed to deliver the concept at scale.
Demonstrating and Scaling Value
Oversaw media planning, activation and post-campaign reporting to PHD Media and both Volkswagen UK and Global. Used the campaign’s performance and award nomination to strengthen senior stakeholder interest and open conversations across the wider Volkswagen Group.
The Experience
The Results
40,00+ Attendees
Client Value
Delivered a 350% increase in conversions while reducing CPA by 12.9%, demonstrating how Volkswagen could extend its World Cup sponsorship through contextually relevant digital activation.
The concept was subsequently repurposed for Volkswagen’s sponsorship of ITV’s UEFA Euro 2021 coverage, demonstrating continued value beyond the original campaign.
Account Growth
The campaign received three award nominations, raising the profile of our work with senior stakeholders and creating opportunities for broader Volkswagen Group conversations.
Building on the relationship that began with Audi, the work helped expand the agency’s footprint through Volkswagen and subsequently Škoda, while retaining Volkswagen as a client.