About This Project
Working with the press team within Seat of the back of an existing relationship with Audi, we were asked to help support the launch of the new Ateca model to the UK’s automotive journalists in this very competitive market.
- Create an innovative event concept to reflect this ground breaking new SUV
- Create buzz that SEAT were different from the norm
- Inspire journalists to talk and write about this car and the brand
Taking an empty warehouse in central Manchester, a drive away from the overnight prior stop, we created an innovative first for a press presentation – the drive in movie – a far cry from the standard press communication. The Full width Barcelona skyline became a drive in movie for over 20 cars all with perfect sight of the screen. The presentation was completed by drinks and popcorn served by the press team as usherettes.
The fun and radical approach to a press presentation was tweeted immediately and voted the top launch presentation of its year, generating significant industry buzz, PR and column inches for the car and positioning the brand as young, fun and innovative.
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