Seat worked with Exponential to help them promote the new Seat Ibiza model and its features.
The main objectives were:
• To promote the Seat brand
• To raise brand awareness of Seat’s new model, Ibiza
• To drive awareness of Seat Ibiza’s new features
• To drive traffic to the Seat website
The digital focus in the auto industry is to increase brand awareness during a customers consideration phase and ensure that the car is on their offline short list.
To achieve this Exponential used its premium user initiated engagement product Firefly Video, to deliver a branding campaign focused around the Seat Ibiza’s key features.
The campaign ran across our Italian premium publisher network and used the Cost-Per-Engagement metric to ensure there was no media wastage.
Exponential built a bespoke branded Firefly Video unit for Seat incorporating:
• A video unit with hyperlinks through to the Seat Ibiza website
• “Discovery” section to allow users to learn more about Seat Ibiza’s new features
• Image gallery incorporating more than a dozen images of the Seat Ibiza in action
• 360º user controlled view of the car
• Social sharing options through Facebook and YouTube links
• 40 times the average CTR of a display campaign due to high quality of experience
• 15% above the promised engagement rate
• Innovative creative including incorporated image gallery, close up of key features and 360º view of the car
• Campaign won Firefly Video International Campaign of the Month May 2012