SEAT. Exeo ST Online Campaign

Online marketing and landing page for the new SEAT Exeo ST. Development of a campaign mechanic which focuses attention on the EXEO ST. And  which drives the concept of the classic campaign “Ithaka” both technically and via its content.

Lyrical campaign
The user becomes part of an exciting journey where he navigates the verse of Iliad with the SEAT Exeo ST. Terms with which the user interactively and informatively uncovers text fragments from the Ithaka appear on the horizon. Interaction with the terms causes the motives to unfold like a book. Equally impressive three-dimensional motive collages are also represented on banners and the landing page.

Unique Communication
Special forms of marketing take up the theme “each journey is an experience” and convince with high resolution video sequences.  A homepage takeover of the MSN website occurs when the user clicks on it, with the page unfolding into a large stage for the TV spot. A marketing concept was also implemented on YouTube to make available all of the information and functionality of the microsite: video sequences, scenarios with detailed views and hotspot navigation as well as links to further information and the SEAT configurator.

Convincing User Guidance
At the end of each marketing medium, the SEAT Exeo ST is presented ready for a test drive. Via a call-to action the user is motivated to arrange their individual appointment. Resulting in a targeted communication and user guidance.

Awareness for the Exeo ST is significantly increased with above average click rates.

The predominant possibilities of each platform are optimally utilized thanks to an intelligent combination of standard and special marketing methods. Surprising concepts invite the user to interact and provide detailed product information.