CASE STUDY

HOLLY AND FEARNE GO DATING - ITV

THE CHALLENGE - BRAND AFFINITY

Create associations with correctly identified programmes, characters and celebrities to project Volkswagen’s core marketing messages to targeted and engaged audiences.

Optimum benefit from Volkswagen activity will come from car placements with lead characters throughout a series and on the esteemed BBC channels where it is not possible to buy spot adverts.

THE RESULTS

Since 2004, 1st Place has been proud to represent the
Volkswagen brand.

Annually we average 85% of our Volkswagen placements on
BBC channels.

Over the years we have worked together to match model briefs with action and personality, with brilliant success.

We’ve created Phaeton model celebrity associations with Tom Conti and Eddie Jordan seen throughout the series DoNovAn and Eddie Jordan’s Bad Boy Racers.

The four wheel drive Touareg was a perfect fit for the CEO of English Heritage, Simon Thurely, as he searched for The Lost Buildings of Britain.

The Beetle was favoured by property hunter Kirsty Alsop and actress Niamh Cusak.

James Nesbitt and Neil Pearson drove family filled Sharans.

The Passat executive saloon was continuity for actors Ken Stott (DCI Red Metcalf) and Marc Warren (his replacement, Joseph) the lead character in BBC’s Messiah.

Holly Willoughby and Fearne Cotton drove the UK to match blind dates but fell head over heels for the Eos in Holly & Fearne Go Dating.