Content built a clear association between the Polo and timeless design classics. ‘Polo Woman’ loves fashion, music, food, design and TV, so we built partnerships with established experts in these areas; Marie Claire, Heart, BBC Good Food, Living Etc and LoveFilm. These comprised advertising and content that both online and offline. The objective was for readers/listeners/subscribers to build a list of their ten most loved timeless pieces in each area which would combine to create the 'POLO TIMELESS 50'.Once the ‘Polo Timeless 50’ was complete, these women (and many more through traffic drivers and incentivised friend-get-friend) could bid to win their most valued timeless items, including the Polo.We also took ‘Polo Timeless 50’ on the road. Running a series of catwalk shows around the UK's largest shopping centres we took the car and the Timeless 50 to our audience to allow them to experience it in person.

460,000 ‘uniques’ engaged via the microsites and visits have unequivocally translated into purchase intention. A phenomenal 48% saying they would consider buying Polo, 218% higher than the control and next competitor, Mini. For 10% it would be their first choice. Hundreds of thousands more people saw the Timeless 50 Roadshow and over 10,000 of them went so far as to register their interest in test driving the car. Most importantly Polo Sales went through the roof. In January 2010, three months after the launch, Polo reached an 11.8% share of market nearly double Polo's market share the previous year!