Seat
2017 - France
Brief
Seat wanted to shake up the automotive industry and surprise the market.
Insight
Like all types of products, the automotive industry is following the digital trend. Customers are spending more and more time online to discover, compare, reflect and make a purchasing decision. Above all, they are reluctant to visit a car dealership.
Solution
Based on the principle that a car is a product like any other, we sold it on Amazon. This limited edition of the Seat Mii (sold exclusively on amazon.fr) was produced in 15 units (initially). The reduced price was €10,990, and customers could purchase a voucher directly on the landing page before being called by a Seat advisor to finalize the order.
A car delivered to your door.
The cars were delivered by special Amazon Giant Box trucks to the customers’ doors.
And, yes, we delivered one with a helicopter
The first customer to order the Seat Mii on Amazon benefit from a special weekend on the countryside and surprising delivery.
Results
The campaign was a huge success. The cars sold out in a matter of days and the client added 10 more units. These were also sold before the end of the campaign. The automotive press covered the operation extensively, which also generated increased visibility and curiosity.
Role
I was the art director. From the creative concept and customer presentations to the production of all campaign elements.
