VW POLO TIMELESS FILM FESTIVAL

DCM.CO.UK

• To promote the new VW Polo

• Capture high quality prospect data

• Reach out to a new, younger audience

• Generate a buzz & talkability

• Create a memorable & enjoyable experience

OBJECTIVES

THE FILM SEASON

• Created a film season called ‘Polo’s Timeless Film Festival ‘ around the launch of the new Polo

• Bought classic films back to the big screen that appealed to young women

• Used a voting mechanic, via the website to capture data

• Overall created a memorable & enjoyable experience, whilst capturing prospective data for VW retailers

PRE - PROMOTION

• Standees, counter/tensator cards, quads posters & postcards placed in cinema foyers 2 weeks prior to the screening night

• Presence within the ad reels with films such as; Inglorious Bastards, Love Happens, District 9 & Couples Retreat

• Promoted the Film Festival on cinema websites & E-newsletter

• Sampling of postcards at select cinemas driving people to the website to vote

SCREENINGS

• Free screenings took place simultaneously across all 121 screens on the night

• VW ambassadors in the foyer engaged with cinema goers and encouraged them to enter a prize draw, giving them a chance to win a trip to New York

• Goody bags handed out to each ticket holder

• Solus ident played before the film

PRE-PROMOTION DATA

• 20% of people found out about the Film Festival via the cinema foyer promotion

• A further 8% heard about the Festival via cinema websites

• Other ways that people found out about the Festival… word of mouth VW retailers showrooms, radio, press & other websites

DATA CAPTURE

• 63.5% of visitors to the Film Festival website registered and gave VW their data to use, providing VW with just over 27,000 prospects to pass onto local VW retailers

• On the screening night there was a further 5,000 prospects received through the prize draw entries

• In total VW received 32,000 prospective data

SUMMARY OF FINDINGS

• The launch of the new Polo was a success in terms of meeting key objectives

• Reached a new audience who may not have been engaged by a traditional showroom launch

• Created a National, as well as a local ‘buzz; around the launch

THANK YOU

ContactClaire RennoT: 020 7534 6363E: cliare.renno@dcm.co.uk

DCM.CO.UK