SEAT Arona Launch

SEAT Arona, a sport utility vehicle, used email technology to retain the attention of UK consumers which contributed to 2230 car orders.

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...

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