Car manufacturers are always looking for new ways to appeal to the female market and Volkswagen is no exception. To coincide with the launch of its new VW Polo, Volkswagen is holding a classic film screening specifically designed to lure women into its showrooms.
Polo’s Timeless Film Festival will see a classic chick-flick being brought back to the silver screen. The multi platform campaign incorporating radio, direct mail, POS, local press, email and, of course, cinema is Volkswagen’s most expensive to date, with total spend being put at £1 million mark.
Initially, women are being driven to a dedicated website where they are encouraged to vote on which of the ten classic films listed they would like to see brought back to the cinema. Users can register to receive two free tickets to see the most popular film from the list at one of the 180 cinemas participating nationwide. Regular updates will be given as the screening approaches and VW Polo cardboard cut-outs will be placed in each cinema. An ad featuring legendary movie voice-over man, Redd Pepper, will also play in cinemas nationwide.
The campaign will culminate with the VW Polo Timeless Film Festival at the end of October.
BRAND: Volkswagen
BRAND OWNER: Volkswagen
CATEGORY: Automotive
REGION: UK
DATE: Oct 2009
AGENCY: DDB
MEDIA CHANNEL
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