Case Studies
VOLKSWAGEN / EURO 2020
Benefits
Valid & neutral evaluation of all Volkswagen visibility during EURO 2020
Scope
TV, Print, Online, Social Media – international reporting
Outcome
Volkswagen gained an understanding of the results of its sponsorship in various key markets. This enabled a presentation of the results to the Board of Management to justify the sponsorship expenditure and as a basis for the decision on a possible extension.
- IRIS created a standard cross-media report that included various breakdowns, e.g. by media, by channel, by advertising source, by market, etc.
- The analysis of the VW EURO 2020 was one of the largest media monitoring projects in the history of IRIS, as the event led to thousands of broadcasts, articles and posts internationally.
- IRIS has successfully managed to validly measure visibility, reach and Ad Equivalent Value and provide insightful explanations and recommendations for VW.
