Volkswagen is launching Polo’s Timeless Film Festival, offering cinemagoers the chance to take a friend to see their favourite film at the cinema for free.
The Festival will be supported by a cinema ad campaign, created by advertising agency DDB London. The ad promotes VW’s latest Polo model and engages 35-55 year old women by tapping into their favourite films and leisure time.
Members of the public are invited to vote via a dedicated VW website www.polofilmfestival.co.uk for their favourite film. They can choose from a pole topping selection of female favourites including Grease, Mamma Mia and Atonement through the online ticketing and voting system.
The festival will be cinemas biggest ever film season, and further extends VW’s association with film and cinema building on its longstanding relationship with Independent cinemas.
In a move to maximise VW retailers’ marketing budget for Polo, the estimated value of the campaign is £1M, according to the Cinema Advertising Association (CAA).
Film screenings will be held on 29 October and 3rd November across a mix of cinema chains and sites nationwide. Running for three weeks, pre-promotion will launch on 2 October across the cinema foyer, online and on-screen.
Those lucky enough to get tickets will be given a free goody bag along with the chance to win a trip to New York.
Fleur Castell, CAA spokesperson, said: “Cinema has always been a fun and effective vehicle to communicate brand ideas. We are really excited to team up with Volkswagen to create our biggest film festival to date, a great chance to celebrate VW’s long-standing association with cinema.”