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 the two-letter abbreviations and missing vowels.

Instead, SEAT introduced prospects to "The Stylish One", "The Sporty One", "The Luxury One" and "The Essential One".

Customers tested with the new naming structure loved it – now the work needed an equally straightforward and engaging way to communicate this and help even more drivers find the right Arona.

Creativity