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SEAT Ibiza 2017 launch campaign

Challenge

SEAT wanted to create awareness of its 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.

Challenge

SEAT wanted to create awareness of its 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 that showcased the Ibiza’s features with peer-to-peer reaction from SEAT UK’s Ibiza ambassadors.

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 that 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 on autocar.co.uk featured SEAT brand ambassadors and regular updates from our team of journalists.

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.

Results

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.

Results

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.

Output

7x long-form videos
1x live blog
6x promoted native stories
1x print advertorial
Traffic drivers
Social and newsletter posts

Output

7x long-form videos
1x live blog
6x promoted native stories
1x print advertorial
Traffic drivers
Social and newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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