Overview
Volkswagen
Utilised insights and AdTech to produce an innovative concept that complimented Volkswagen's sponsorship of ITV's coverage of the FIFA World Cup. The concept led to a 6-week campaign with PHD Media, 3 award nominations, the retention of Volkswagen as a client and the acquisition of Audi, Sainsbury's, Barclaycard and Skoda accounts.
The Objectives
AD / Client Solutions Director
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Leverage insights and AdTech solutions to discover inventive approaches for resolving client challenges and boosting revenue.
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Present fresh solutions to Volkswagen and PHD Media in a consultative manner, to encourage account expansion.
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Take charge of the Client Services team and partner with internal Product and External Creative teams to trial innovative solutions.
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Promote solutions tailored to Volkswagen's media requirements and strengthen our current commercial rapport with PHD Media.
The Solution
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After successfully securing the Volkswagen account through PHD Media and orchestrating a campaign that synchronised digital media with TV ads, I proposed a strategy that involved syncing digital media with sports signals to amplify Volkswagen's sponsorship of ITV's FIFA World Cup coverage.
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I facilitated our collaboration with Volkswagen's Media and Creative agencies to produce media ads at scale.
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I also oversaw the media planning, supervised the media activation, and delivered post-campaign reports to PHD Media, Volkswagen UK, and Volkswagen Global teams.
The Results
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Achieved an astonishing 350% surge in conversions, all while driving down the CPA by 12.9%.
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Secured two additional brands (Skoda and Audi) from the VW Group, whilst winning media partnerships with both the Barclaycard and Sainsbury’s accounts.
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Earned the distinction of being shortlisted for three prestigious awards.
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Not only did we retain the account, but we also repurposed the solution for Volkswagen's sponsorship of ITV's coverage of the UEFA Euros 2020 (2021).
For further information
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