Select Page

SEAT

ATECA 2016

LAUNCH

Challenge

The SEAT Ateca was a new entrant to the highly competitive SUV market. SEAT wanted to put its new car on people’s consideration lists, and hit the ground running when the car eventually went on sale.

SEAT knew that in-market consumers and opinion formers trusted Haymarket’s brands, and wanted to use native content to drive awareness and consideration.

IDEA

Our ‘First Impressions’ campaign progressively revealed the SEAT Ateca to our audiences in new and different ways:

  • A first view from Ateca’s public launch at the Geneva Motor Show in March
  • A secret reveal for hand-picked readers in May
  • A public reveal in July
  • A live blog from the Paris Motor Show in September

It was underpinned by an always-on media strategy that served continually-refreshed content to highly-targeted SUV-intender audiences.

SEAT ATECA – Paris motor Show highlights

At this year’s Paris Motor Show, SEAT showcased a new Ateca X-PERIENCE concept, some innovative technology and revealed plans for three new cars in 2017. As part of a promotion, Autocar created a series of five videos in which technology expert David McClelland checked out everything SEAT got up to in Paris – and you can watch the best bits here.

SEAT ATECA – Paris motor Show INTERACtive Experience

SEAT has taken an unusual approach to this year’s Paris Motor Show. Instead of a traditional press conference, it has created a 4D interactive experience that celebrates the firm’s Barcelona heritage and looks at the new Ateca X-PERIENCE concept. It also has a device that uses neural technology to configure a SEAT Ateca to suit your personality. David McClelland gave it all a try.

SEAT ATECA ON TOUR – A FAMILy SUV with added style

First impressions really do count, especially when it comes to a new car. The SEAT Ateca is the Barcelona firm’s first SUV, and to find success it will need to stand out in an increasingly crowded marketplace. To find out whether the Ateca really would appeal to families, SEAT put some of the first examples of the car on display in the heart of Cardiff and Edinburgh. To find out what families there thought of the Ateca, watch this video

SEAT ATECA on Tour – Stand-out design and practicality

Autocar took the new SEAT Ateca on a UK tour to find out what shoppers in Cardiff and Edinburgh thought of it. SEAT’s first SUV impressed for its looks, space and features. To see their first impressions of the Ateca, watch this video.

SEAT ATECA Revealed – Stylish and Practical

The SEAT Ateca won’t arrive in showrooms until September, but its distinctive design is already helping it to stand out in the rapidly expanding SUV market. That became clear when Autocrat and SEAT hosted a special unveiling of the car for a small group of readers recently. To find out their first impressions of the Ateca, watch this video

SEAT ATECA – a dynamic new take on the suv

SEAT’s first SUV, the new Ateca, has been designed to offer a brilliant driving experience – without compromising on practicality. The car was launched at the Geneva Motor Show recently.
 

SUCCESS

Post-campaign research showed that favourability to the brand (for those exposed to the campaign) was 2x that of the base.

  • SEAT Ateca was the top-ranking campaign in terms of spontaneous ad recall
  • SEAT came top on four-out-of-five brand measures vs. their key competitors
  • 68% of those who saw the campaign took action afterwards (eg visit website, brochure request, talk about with friends/family)
  • We beat the impressions target by 68%, and the video view target by 16%
  • The always-on campaign had an effect on the volume of traffic to the What Car? editorial review

At the end of the campaign, the SEAT Ateca was the most viewed review on WhatCar.com – an incredible achievement, given SEAT’s market share, and the fact that the Ateca came from a standing start.

SUCCESS

Post-campaign research showed that favourability to the brand (for those exposed to the campaign) was 2x that of the base.

  • SEAT Ateca was the top-ranking campaign in terms of spontaneous ad recall
  • SEAT came top on four-out-of-five brand measures vs. their key competitors
  • 68% of those who saw the campaign took action afterwards (eg visit website, brochure request, talk about with friends/family)
  • We beat the impressions target by 68%, and the video view target by 16%
  • The always-on campaign had an effect on the volume of traffic to the What Car? editorial review

At the end of the campaign, the SEAT Ateca was the most viewed review on WhatCar.com – an incredible achievement, given SEAT’s market share, and the fact that the Ateca came from a standing start.

<SCROLL THROUGH SOME IMAGES>

CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

10x long-form videos
1x live blog from Paris
12x promoted stories

2x single page advertorials
Rich-media ads
Standard display ads
Social posts (Facebook & Twitter)
Newsletter posts

Multiple films

Behind the scenes films of the SEAT Ateca from the Geneva and Paris motor shows.
l

Live Blog

A two-day live blog from each motor show, with supporting videos and photos
h

PROMOTED STORIES

Native news content on Autocar and What Car?’ with embedded video links

event

An exclusive ‘reveal’ event with a handpicked audience from What Car and Autocar,

SEE MORE PROJECTS

LET'S TALK

Shutterbug - Logo

Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

Where to find us?
69 London Road
Twickenham
TW1 3SP

©Haymarket Media Group 2018. All rights reserved.