Seat

Agency: Exponential

Exponential helped Seat to promote their new model, the Seat Ibiza, getting users to spend time engaging with the brand through watching the television ad and exploring the car’s features

Brief

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

Strategy

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.

Execution

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

Results

Exponential delivered:

• 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

Seat   Seat