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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.

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Presentation on theme: "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."— Presentation transcript:

1 VW POLO TIMELESS FILM FESTIVAL DCM.CO.UK

2 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

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

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7 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

8 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

9 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

10 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

11 THANK YOU Contact Claire Renno T: E: DCM.CO.UK


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