THE ANSWER WAS FILM. WE SPONSORED INDEPENDENT CINEMAS, DEVELOPED AN ONLINE COMMUNITY AND STAGED UNIQUE SCREENINGS FOR THEMWe 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.

NOW MORE PEOPLE CONSIDER VW THEIR FIRST CHOICEOver 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.