DBRLive enables targeted advertising for Volkswagen

Leading car manufacturer Volkswagen benefited from Supponor’s DBRLive technology at the England v Brazil game at Wembley.

Volkswagen, sponsors of the Brasil Global Tour and the CBF, saw its brand and commercial messages beamed back into Brazil on the live Globo match feed – even though fans watching in the UK and at the stadium itself would have seen different billboards.

Because of commercial restrictions, Volkswagen branding was not possible at the stadium.

However, DBRLive technology, which provides a virtual solution for advertisers and sponsors wanting live, differentiated targeted TV exposure, meant that Volkswagen perimeter advertising could be screened in Brazil.

Chris Buckley, Supponor CEO, said: “Supponor has proved yet again how valuable its unique DBRLive technology is in terms of regionalised advertising and flexibility.

“As a partner of the Brasil Global Tour, Volkswagen was able to get significant brand exposure into Brazil from a high profile international game.”

Brazil, as five times World Champions, attract huge TV audiences whenever they play, and a match against the England team – packed full of Premier League stars - was guaranteed to achieve massive viewing figures with tens of millions tuning in across the world to see last Wednesday’s game at Wembley which England won 2-1.

Supponor works in partnership with leading sports marketing and rights agency Pitch International, which is using DBRLive at a number of major sporting events it represents. These events include the Brasil Global Tour, a series of Brazil International friendlies leading up to World Cup 2014.