VW POLO TIMELESS FILM FESTIVAL
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VW POLO TIMELESS FILM FESTIVAL. DCM.CO.UK. OBJECTIVES. 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. THE FILM SEASON.

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OBJECTIVES

  • 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


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

Contact

Claire Renno

T: 020 7534 6363

E: [email protected]

DCM.CO.UK


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