Category: Best Use of Integrated Media
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Entry URL: http://www.timeless50.com/
Managing Partner: Luke Bozeat (MediaCom)
Account Director: James Thomas (MediaCom)
Senior Planner: Faye Turner (MediaCom)
Content Executive: Ryan D'Cruz (MediaCom)
Media placement: Radio - Heart FM - 01/10/09
Media placement: Press - BBC Good Food etc - 01/10/09
Media placement: Online - Partner web sites - 01/10/09
Media placement: Outdoor - Shopping centres - 01/10/09
Results and Effectiveness
460,000 ‘uniques’ engaged via the microsites and visits have unequivocally translated into purchase intention. A phenomenal 48% saying they would consider buying Polo, 218% higher than the control and next competitor, Mini. For 10% it would be their first choice. Hundreds of thousands more people saw the Timeless 50 Roadshow and over 10,000 of them went so far as to register their interest in test driving the car. Most importantly Polo Sales went through the roof. In January 2010, three months after the launch, Polo reached an 11.8% share of market nearly double Polo's market share the previous year!
Content built a clear association between the Polo and timeless design classics. ‘Polo Woman’ loves fashion, music, food, design and TV, so we built partnerships with established experts in these areas; Marie Claire, Heart, BBC Good Food, Living Etc and LoveFilm. These comprised advertising and content that both online and offline. The objective was for readers/listeners/subscribers to build a list of their ten most loved timeless pieces in each area which would combine to create the 'POLO TIMELESS 50'.
Once the ‘Polo Timeless 50’ was complete, these women (and many more through traffic drivers and incentivised friend-get-friend) could bid to win their most valued timeless items, including the Polo.
We also took ‘Polo Timeless 50’ on the road. Running a series of catwalk shows around the UK's largest shopping centres we took the car and the Timeless 50 to our audience to allow them to experience it in person.
Insights, Strategy & the Idea
The new Polo was launching in the UK (in a recession) with ambitious growth targets (+30% sales). Polos tend to be bought by affluent, relatively conservative women in their 40s and 50s. They love style but don’t go for fads in fashion or cars. Our analysis of new car buyers highlighted an opportunity to engage younger women, in their 20s and 30s with a similar mindset. The new Polo arrived in a much more stylish guise that its predecessor, so we set out to devise a classically stylish platform to turn women away from the brash Fiesta and faddy retro Mini and Fiat 500. This target audience use certain highly influential media brands to define style so we had a great opportunity to engage specifically engage ‘Polo Woman’ where she is most open to interact with content and brands.
The Promo / PR Ad titled TIMELESS 50 was done by Mediacom advertising agency for product: Volkswagen Polo (brand: Volkswagen) in United Kingdom. It was released in the Oct 2009.