SEAT. Ibiza ST International Web-special

What should be the focus of a new car introduction? The product itself, and its’ technical features, of course. To present the new Ibiza ST, the Spanish company SEAT S.A. wanted a web-special that would awaken the curiosity of potential customers. The implementation: Europe-wide. The time period to launch: two months.

Space for curiosity
Storage space, cruising range, flexibility: these product features are covered by a campaign motto, “Living Space,” that is taken further during the course of the web-special, but without showing these features immediately, Rather, the web-special plays with the aesthetic of three dimensional typography. These type elements move in a way that’s true to the motto, explain features and offer a keyhole perspective of all the product highlights.

Space for discovery
Depending on the movement of the mouse, the perspective of the typography changes as does the car behind it. The user gets closer to the highlights on second glance: after a successful mouse click, the camera moves through the type into a detailed description of the product highlight. Additionally, there is a 360° view as well as a short overview of all the facts.  In this way, the users also get a conventional alternative to finding out more about the car. 

Space for perfection
The implementation of the web-special fulfills the highest technical requirements: short loading times despite best 3D quality and numerous product photos. Minimal click paths, a realtime Flash 3D Engine, call to actions for test drives and to try out the configurator. And – simple adaptations into language versions for an unproblematic roll-out.
 

In the first six weeks alone over 100,000 visitors in Germany sated their curiosity and discovered the product highlights of the Ibiza ST via the web-special. For the entire campaign period, the visitor count was about 350,000. For SEAT this meant concrete and measureable target group contact: the configurator was accessed over 12,000 times and over 1,700 users signed up for a test drive.  All this from the web-special alone!