vw polo timeless film festival dcm.co.uk. to promote the new vw polo capture high quality prospect...
TRANSCRIPT
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