Volkswagen Promo, Case study VW SEE FILM DIFFERENTLY by Tribal London

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VW SEE FILM DIFFERENTLY

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Industry Cars, Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Kingdom
Agency Tribal London
Released October 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: VOLKSWAGEN
Product/Service: FILM SPONSORSHIP
Agency: DDB
Date of First Appearance: Oct 1 2010
Entrant Company: MEDIACOM, London, UNITED KINGDOM
Planner: Paul Kershaw (MediaCom)
Planner: Suzana Lay (MediaCom)
Planner: Ryan D'Cruz (MediaCom)
Planner: Harriet Bates (DDB)
Planner: Georgia Challis (DDB)
Planner: Gordon Fisher (DDB)
Event Planning: (1155)
Content: (Little White Lies)
Content: (Lovefilm)
Media placement: Facebook Page - VWSFB Page - 27.9.10
Media placement: See Film Differently - Content Hub - 4.10.10
Media placement: LoveFilm Hub - Content Hub & Traffic Drivers On Lovefilm.com - 4.10.10
Media placement: Event PR - Film/Lifestyle Magazines & Websites - 4.10.10
Media placement: Online Advertising - MPU's & HPTS Across High Reach - 11.10.10
Media placement: Print Advertising - Metro, Times, Time Out - 11.10.10
Media placement: American Warewolf Event - Live Events - 25.10.10
Media placement: Get Carter Event - Live Events - 6.12.10
Insights, Strategy & the Idea
WE NEEDED TO FIND SOMETHING THAT UNIFIED THE TARGET AUDIENCES FOR 25 DIFFERENT CARS
In the last ten years, Volkswagen’s range has increased from 3 to 25 models. But in real terms, we have less money to promote. So rather than dilute our efforts trying to run campaigns for each individual model, we needed to find a way to get car buyers to love the VW brand, so that when it came to looking for a new car, VW would be on their shopping list as a brand for “people like them”.
Each VW model has a different target consumer, but analysis showed that the audiences are united by a love of film and cinema – particularly high-quality independent cinema. So our strategy was to build a programme of activities that demonstrated that VW loved independent film as much as they did. This programme was called “See Film Differently”.
Creative Execution
THE ANSWER WAS FILM. WE SPONSORED INDEPENDENT CINEMAS, DEVELOPED AN ONLINE COMMUNITY AND STAGED UNIQUE SCREENINGS FOR THEM
We sponsored independent cinemas in the UK - we’re the last ad seen before each film, and dominant in foyers. The ads and foyer activity promoted our “See Film Differently” online community (on Facebook and our website), and a series of spectacular film events for members.
We screened seminal independent films. in a famous location from the film – “American Werewolf In London” at “London Zoo”; “Trainspotting” in Edinburgh city centre - providing a great platform for PR. Only members of our community could get tickets. Exclusive content for each screening – for example, interviews with the director – was distributed to the community, and used to promote membership.
We also partnered with LoveFilm, an online film-rental service, promoting our community through their 1.2m users, and offering free streams of each event film for members.
Results and Effectiveness
NOW MORE PEOPLE CONSIDER VW THEIR FIRST CHOICE
Over 81,000 people have become part of our See Film Differently community, either through our website or Facebook page.
25% of people who signed up for tickets also requested more information about VW cars.
The number of independent cinema-goers who would have VW as their “first choice” brand when buying a new car has gone up by 36%.
This equates to 83,000 more people who would choose VW first.