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SEAT

IBIZA 2017 

LAUNCH

Challenge

SEAT wanted to create awareness of the new Ibiza throughout 2017, building from its launch in January until it went on sale in July, then maintaining interest for the rest of the year.

IDEA

The campaign consisted of multiple elements, covering the launch at the Geneva motor show, reactions from first drives in Barcelona and insight from SEAT Ibiza ambassadors at Blyton Park race track. The campaign mixed content which showcased the Ibiza’s features, with peer-to-peer reaction from SEAT UK’s Ibiza ambassadors.

live blog from Geneva motor show

We produced live coverage from the Geneva Motor Show in a mixed media format, using written, photo and short video content. The live blog featured SEAT brand ambassadors and was hosted on autocar.com, comprising regular updates from our Studio Editor.

seat ibza brand ambassadors

We spent a day with the SEAT Ibiza brand ambassadors at Blyton Park race track to ask them about their passion for their Ibizas and why they love the brand in general.  We created a film about them and their cars.

DRIVING THE NEW ibiza in barcelona

We joined SEAT’s ambassadors in Barcelona where they test drove the Ibiza for the first time around the city streets and rolling coastal hills. We asked for their first impressions and made video, online and print content from their experience.

SUCCESS

Seamless delivery and execution, across multiple international locations, with fast-turnaround live updates from Geneva and real people at the heart of the campaign.

We delivered over 50% more than the targeted number of video views, with a high % viewed. We over-delivered against total impressions. Click-through rates for traffic drivers and roadblocks on content pages were well above industry average.

SUCCESS

Seamless delivery and execution, across multiple international locations, with fast-turnaround live updates from Geneva and real people at the heart of the campaign.

We delivered over 50% more than the targeted number of video views, with a high % viewed. We over-delivered against total impressions. Click-through rates for traffic drivers and roadblocks on content pages were well above industry average.

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total creative output:

7 x long form videos
1 x live blog
6 x promoted stories
1x DPS print advertorial
1.2 million traffic drivers
Social posts

Multiple Films

Shot in multiple, international locations, with an agile crew to turnaround edits quickly.

Live Blog

A live, curated series of written copy, video and photography compiled by our editors.

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PROMOTED STORIES

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

SOCIAL POSTs

Using Twitter and Facebook, we pushed the story to a wider audience.

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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.

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