SEAT: Product Range Extension (futurlink)

SEAT: Product Range Extension
 
Background
SEAT )www.seat.com) is a car manufacturer based in Spain and active in over 70 countries. SEAT is dedicated to producing cars that excel in design and radiate sporty character. The brand belongs to the Volkswagen Group.
 
The action was designed for the launching of the new SEAT cars which includes several models such as: Altea Freetrack, Leon Cupra, Ibiza, Leon, Altea, Altea XL, Cordoba, Toledo and Alhambra.
 
Objectives
The objective of the mobile marketing campaign was to present the new car portfolio, reaching the target of the brand and boosting the awareness of new products in order to generate traffic to dealers
 
Solution
A multimedia channel was deployed to interact with mobile phones in the proximity by means of Bluetooth and Wi-Fi wireless technologies embedded in mobile phones.
 
The proximity mobile marketing campaign spread over 9 months in events located within 6 European countries: Spain, Portugal, France, UK, Germany and Bulgaria.
 
The mobile marketing campaign was consisting of different type of content:
  • 9 different off-portal applications were developed for each of the events
  • Premium content such as Shakira videoclips and MP3s
  • TV spots of each of the different car models
  • Wallpapers and Screensavers
  • SMS gateway to generate a Data Base to schedule car test drives
  • SMS gateway to generate a donation to Shakira’s ONG
  • SEAT local dealer finder for each of the countires
  • Interactive screen application with selective download of contents using Bluetooth or Wi-Fi
Results
More than 125.000 mobile users were invited to download the content within the 7 events.

 

Out of the potential universe of 125k unique phones having Bluetooth radio activated within different scenarios, more than 54% )68k) downloaded some multimedia content using Bluetooth.

Thanks to the SMS gateway and the generated Database a total of 1.000 car drive tests were booked across the different countries.