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SEAT Ateca 2016 launch campaign

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.

 

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 the SEAT Ateca’s global 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.

Idea

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

  • A first view from the SEAT Ateca’s global 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 – watch the best bits here.

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, and you can find out more about it by watching this video.

 

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.

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 Autocar and SEAT hosted a special unveiling of the car for a small group of readers.

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 – watch the best bits here.

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, and you can find out more about it by watching this video.

 

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.

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 Autocar and SEAT hosted a special unveiling of the car for a small group of readers.

Results

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

  • SEAT Ateca was top in spontaneous ad recall
  • SEAT came top on four-out-of-five brand measures (vs. key competitors)
  • 68% took some form of action afterwards
  • We beat the impressions KPI by 68%, and the video view target by 16%
  • The always-on campaign boosted traffic volumes to the What Car? editorial review

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

Results

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

  • SEAT Ateca was top in spontaneous ad recall
  • SEAT came top on four-out-of-five brand measures (vs. key competitors)
  • 68% took some form of action afterwards
  • We beat the impressions KPI by 68%, and the video view target by 16%
  • The always-on campaign boosted traffic volumes to the What Car? editorial review

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

Output

10x long-form videos
1x live blog from Paris
12x promoted native stories
2x print advertorials
Rich-media ads
Standard display ads
Social posts
Newsletter posts

Output

10x long-form videos
1x live blog from Paris
12x promoted native stories
2x print advertorials
Rich-media ads
Standard display ads
Social posts
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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