Client
Volkswagen Golf
Agency
MediaCom and MediaCom Create
Planner
Matthew Barnes
Strategy
We organised a film season screening movie sequels that were better than the originals. Film is an important part of our target audience's life and an area where Volkswagen has run activity for many years, through partnerships with The Guardian, the Guardian Film Club and Observer Film Quarterly, as well as Independent Cinema sponsorship. We wanted to take advantage of these established properties to amplify the message.
Activity
The activity began in late March with a double-page advertorial in the Observer Film Quarterly supplement, which explained the premise and listed a top 10 shortlist of superior sequels, including The Dark Knight, Terminator 2, From Russia with Love and The Good, The Bad and The Ugly.
Readers were directed online to a bespoke Superior Sequels microsite on the Guardian Film website and were given two weeks to vote for their favourite sequel, with the winner being screened for free at 12 Picturehouse cinemas across the country in mid-April. Voters also had the opportunity to win a weekend test drive of the new Golf and free cinema tickets.
The activity was promoted by in-foyer promos, online traffic drivers, a Facebook page, e-mail newsletters and a mobile web page to create value added with The Guardian.
Results
After more than 2,500 votes and competition entries, the winning sequel was Godfather II, by a landslide majority, and 520 people came out to attend the screenings.
Overall, this activity allowed the target audience to engage further with the campaign idea - people got to see a great film back on the big screen and were left in no doubt about the Golf VI positioning.
Matthew Barnes, Planner, MediaCom
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