What do cars and hit TV series have in common?
A lot, according to the channel communication project developed and coordinated by PHD Italy, and born from the partnership between Volkswagen and Sky Atlantic – the Sky entertainment channel dedicated to world-class television.
The project started on 17 January, and provides a full-year of Volkswagen video domination on linear and on demand TV. The protagonists of the productions are different models of the German colossus, with special and high visibility positioning in the opening and closing of each episode live on primetime on Sky channel 110 – the channel that tells the most exciting stories.
To kick off the project on Sky Atlantic, there is the new compact crossover Volkswagen T-Roc – the car for those who can accept the challenges of every day and connect the dimensions of a compact car with the dynamism of a true crossover.
Several productions are involved including murder mystery Mosaic, comedy drama Mozart in the Jungle, the intriguing and psychological The Affair, historical period drama Britannia, along with Divorce, Westworld, Billions and many series to come.
The project also includes ‘brand integration’ between Volkswagen and Sky Atlantic thanks to the creative contribution of the agency, stv DDB.
Fabio Di Giuseppe, Marketing Director of Volkswagen Italia, affirms: “From a strategic point of view, the partnership allows us to have a leading role in the Sky platform, one of the preferential communication areas of the brand to our aspirational target audience.”