1 / 11

VW POLO TIMELESS FILM FESTIVAL

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.

swain
Download Presentation

VW POLO TIMELESS FILM FESTIVAL

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. VW POLO TIMELESS FILM FESTIVAL DCM.CO.UK

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. THANK YOU Contact Claire Renno T: 020 7534 6363 E: cliare.renno@dcm.co.uk DCM.CO.UK

More Related