Seat MII : An Interactive Launch
The ClientSEAT is a young Spanish car manufacturer. Its engineers work with passion to create a range of cars that combine high-tech and pure pleasure. SEAT is part of the D’Ieteren Group, the leading automotive distributer in Belgium. As a partner and client of Emakina right from the start, they have put their faith in us and invest more and more in its digital communication.
The ChallengeSEAT developed the SEAT MII, a light weight car that combines the latest technology with low fuel consumption. Easy to both drive and park, the SEAT-MII is perfectly designed for city life. SEAT planned to present this new car during the 2012 Brussels MotorShow. However, the car wasn’t even built yet! We challenged to show a model that couldn’t be presented, and as well as to generate traffic around the stand, find new leads and more globally, to create a buzz around the brand.
The SolutionEmakina proposed a unique experience to the visitors of the Brussels MotorShow: We created an augmented reality application, showing off the SEAT-MII virtually! During the show, hostesses equipped with iPads presented visitors with the MII in 3D. The application made it possible to change the color of the car and also to move it. The public could even be photographed with it and upload their picture to the “Club SEAT” fans network, or send it via e-mail. Display advertising and teasing were also put undertaken to ensure traffic around the stand. The application was originally developed for the iPads to be used by hostesses, but it was also made available on the AppStore for iPhone 4, 4S and the iPad2.
The Results“Le Soir” published an article about the SEAT-MII and several specialized blogs, magazines and TV shows were buzzing. Around one hundred new leads were collected and photos were uploaded to the CLUB SEAT. The challenge was successfully met!
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