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Case study - SEAT

Campaign overview
SEAT is a young brand with a history of attitude that has its sights fixed on the top. SEAT wanted to undertake an advertising campaign to raise brand awareness, enhance the brand perception and increase test drives and consideration to purchase.

Campaign objectives
SEAT set the following objectives for its campaign:
1. Build brand awareness
2. Enhance favourable brand perceptions
3. Increase test-drives of SEAT cars
4. Increase consideration to purchase

Strategy
SEAT ran a three-month campaign on our portal that utilised a range of creative. Formats used included Overlays, 468 Flash banners and our Today Page promo boxes, with a variety of brand and model-specific messages.

Activity ran across the our portal to ensure maximum reach, however targeted activity also ran on Motoring, Sport and other targeted areas.

In order to measure the impact of the campaign on achieving SEAT’s objectives, we commissioned TNSi to conduct an independent brand effectiveness study.

The Results
The following results, measured by TNSi, clearly show how the activity on our portal helped SEAT to achieve its campaign objectives:
1. Brand awareness increased - 433% increase in spontaneous awareness
2. Brand perception was enhanced - 57% increase in favourable perception of SEAT
3. Increased test-drives - 125% increase in consideration to test drive a SEAT
4. More people wanted to buy a SEAT - 200% increase of those that would consider purchasing a SEAT

The campaign was highly successful, from increasing brand awareness, to increasing the important metrics of test-drive and purchase consideration.

Advertising online with us helped SEAT achieve outstanding results, surpassing its expectations, across every one of its objectives.