SEAT, founded in 1950 and headquartered in Martorell, Spain, is a renowned automobile manufacturer that stands as a prominent symbol of Spanish engineering and innovation. As a member of the Volkswagen Group, SEAT has established its reputation through a commitment to creating cars that combine dynamic design with cutting-edge technology and high-performance features. With over seven decades of rich heritage, the company has continuously evolved to cater to the modern-day driver’s needs, launching vehicles that resonate with the European market and beyond. From compact city cars to spacious SUVs, SEAT has consistently showcased its prowess in delivering a blend of functionality and flair, making it one of the respected names in the global automotive sector.
As SEAT prepared to celebrate its milestone 70th anniversary, they faced the challenge of balancing honoring their history and pushing for modern innovation. The brand was not just looking to celebrate its longstanding history but also to tap into a vast audience with an engaging campaign that would achieve a range of essential objectives. The challenges encompassed raising awareness about this significant anniversary, increasing website traffic, and simultaneously familiarizing visitors with their latest car models.
To ensure the broadest reach of their marketing efforts, SEAT realized the need for an innovative digital strategy. However, they wanted to rely on something other than merely online displays; they aimed for an interactive experience that would resonate with and capture their audience. Beyond these aspirations, SEAT had a pragmatic objective: to gather leads and smartly segment customer data for optimized remarketing. The ultimate goal was to turn interest into action, increasing the number of test drives and, in the end, boosting car sales to elevate both revenue and profits. SEAT’s mission was clear: seamlessly merge past accomplishments with a forward-thinking, interactive approach.
In their search for an innovative and engaging marketing strategy, SEAT turned to the world of gamification. To address their challenges and celebrate their 70th anniversary with a modern twist, SEAT launched an ambitious dual-campaign plan.
Their first campaign was a vibrant “Spin the Wheel” game, prominently featured both on their website and promoted via social media and newsletters. This interactive game was designed to drive awareness of the anniversary, generate leads, and significantly boost webpage traffic. Additionally, one of the prizes which could be won was a free test drive and coffee at SEAT showrooms, thereby aiming to increase the amount of test drives.
Simultaneously, SEAT launched a Personality Test campaign exclusively advertised on social media. This unique test evaluated players’ preferences to recommend the SEAT model that would best suit them. Not only did this campaign generate leads, but it also introduced players to the SEAT portfolio and efficiently segmented them into different target groups based on the test results. The campaign also aimed to increase the number of test drives by prominently incorporating a CTA to book a test drive on the results page.
Both campaigns were seamlessly integrated into the anniversary page, ensuring accessibility to a broader audience by offering multiple language options. Through these innovative digital interactions, SEAT engaged potential customers and provided them with a tailored brand experience.
SEAT’s innovative approach to their 70th anniversary and the use of gamification yielded exceptionally positive results, with both campaigns demonstrating their value without doubt.
The “Spin the Wheel” game, created to spotlight SEAT’s 70th-anniversary landing page, achieved a solid lead conversion rate of 70%, highlighting the game’s efficacy in capturing and directing online traffic. The success online mirrored in the real world too, with an evident increase in visitors to SEAT showrooms, all keen to experience the latest models firsthand. Moreover, metrics such as a 19% drop in bounce rate online further underscored the game’s captivating nature leading to a prolonged time spent online.
On the other hand, the Personality Test was a masterstroke in both engagement and strategic data collection. Beyond resonating with over a thousand unique visitors and maintaining their interest for an average of 61 seconds, this campaign served a dual purpose. It piqued interest in SEAT’s newest vehicle lineup, achieving a 13% jump in test drives, and efficiently segmented players into distinct target groups. This segmentation allowed SEAT to execute precision-targeted remarketing activities, ensuring that subsequent outreach was tailored and effective.
In conclusion, the results of both campaigns underscored the power of gamification, proving how it can achieve various kinds of goals and showcasing its ability to boost both online engagement and on-ground interactions for SEAT.
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