Campaign details
Agency: Proximity London and Merkle
As the SUV segment was slowed – and tasked with an ambitious sales target – Proximity London and Merkle needed to make finding and choosing a SEAT Arona fun and easy
Strategy
The first challenge any successful launch of the SEAT Arona faced was naming conventions.
With a huge range of vehicles the shopping experience was confusing for customers. It added up to frustration and proved a negative effect on the buying experience.
To combat this, SEAT renamed the vehicles around the driving experiences they knew customers were looking for.
Gone were...