Seat: EMOCIÓNAL SEMI-FINAL

Credits & Description:

Category: Best Use of Screens

Advertiser: SEAT

Product/Service: SEAT LEON

Date of First Appearance: Apr 29 2010

Entrant Company: MEDIACOM GERMANY, Düsseldorf, GERMANY

Unit Director: Detlef Mager (MediaCom)

Planner: Dennis Wrase (MediaCom)

Project Manager: Christian Müller (MediaCom)

Media placement: TV Campaign 'Piero Cut-In' - Sat.1 - 29.04.2010



Insights, Strategy & the Idea

What else but cars gets men excited? The answer is of course football! Using the slogan “autoemoción”, SEAT created an emotionally driven and synergistic media plan for the Europa League Sponsoring in 2010 fulfilling SEAT’s brand vision of sportiveness, design and freshness. Besides the continuous communication via sponsoring trailer in TV, advertising in sport fields and a betting game integration over the whole year, SEAT wanted to place a real TV highlight for the season finale. Building on the emotion and passion surrounding the game, SEAT placed their message right where it counts.



Creative Execution

An exclusive and first-time visual integration of the brand was implemented in the live broadcast of the Europa League semi-final “Fulham FC – Hamburg SV". This was not achieved through just traditional spot placement, but in a moment of high emotion, tension and anticipation: the announcement of the squad as a direct part of the live program. Brand and key visuals where staged in a virtual football stadium on banners, displays and score boards, which gave the feeling to the target group of really being there and enjoying and supporting their German team (Hamburg) in the semi-final with the brand SEAT!



Results and Effectiveness

The so-called "Piero Cut In" was on air in TV at the 29/04/2010 during the live broadcast of the Europa League semi-final "Fulham FC – Hamburg SV". This exclusive and innovative TV broadcasting integration generated more than 4 million contacts within the relevant target group (men 20-59 years) and was an outstanding success for the brand SEAT. Furthermore the unaided brand awareness of SEAT rose up from 17% to 30% during the sponsorship in 2010.