VW puts £1m into film work

Volkswagen has launched a £1m, month-long integrated campaign for its latest Polo.

Polo's Timeless Film Festival campaign was created by Touch DDB and DDB London. It is aimed at 30- to 55-year-old women, a group that has long proved difficult to entice into car showrooms.

Radio, direct mail, POS, local press, email and cinema activity will drive prospects to www.polofilmfestival.co.uk, where users can vote to bring back to the big screen their favourite film from a shortlist including Grease and Top Gun.

Users can register their details to receive two free tickets to a screening of the winning film at one of 180 cinemas nationwide.

They will also be able to enter a competition to win a holiday in New York.

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