Integrated agency Geronimo has developed a new below-the-line campaign to support SEAT in the launch of the new Leon Cupra, SEAT’S most powerful car to date.
The central theme of ‘Poetry in Motion’ is brought alive through a digital campaign targeting predominantly male 20-40 year olds who know their cars.
The campaign endorses through a dedicated microsite, www.cuprapoetry.co.uk, which includes mini films, the Cupra workshop Eye Revolution tour, galleries and downloads alongside the chance to win exclusive VIP tickets to the British Touring Car Championship race day.
A range of collateral ranging from banners, vibrant media and editorials are also being supplied to various websites including yahoo!, The Guardian, Top Gear and Football365.
The work will also be supported by a one-piece CD mailer that is fully interactive. For instance, consumers can experience the ‘powerful Cupra poetry’ by listening to the deep sounds of a 240PS engine.
The CD will also provide a code allowing current Leon customers and prospects access to a limited area of the microsite. A rollfold leaflet supports the mailer by bringing the specs and performance aspects of the car alive in a very striking and impactful manner.
Speaking about the campaign, Senior Account Director, Claire Fox says;
“The cross platform digital campaign that we developed encourages interaction with the brand on new and exciting levels and gives prospects a unique opportunity to experience the power and breath taking performance of this car that was born on the race track”.
Robert Taylor, National Communication Manager SEAT UK adds; “The Leon Cupra is SEAT’s flagship vehicle and this highly anticipated launch really needs to impact on our target audience.
The combination of DM and cross platform digital campaign that Geronimo has developed really conveys the Cupra’s powerful, punchy, sporty attitude while encouraging the consumer to interact with us and actually experience the car in a more exciting and engaging way”.
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