Brand EV and ID.3 – VW, Viaplay and Uefa Euro 2020

To leverage VW’s Uefa sponsorship rights around Euro 2020 which, due to Covid-19, eventually took place between June 11 and July 11 2021, VW Denmark identified that its national EV market was ‘immature’ and ‘open’ and thus ran an editorial-led activation programme with media conglomerate and Danish tournament rights holder Viaplay, spanning bespoke local market content and umbrella sponsorship assets. It was aimed at driving awareness of and interest in its EV models - specifically its ID models – which established VW as the country’s leading EV auto brand and the ID.3 as its best-selling EV vehicle.

Territory: Denmark, Norway and Sweden

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