Case Study - Seat

Background:
The etv media group has a strong heritage in providing IVR, SMS and web services to both broadcasters and brands. However with the growing interest in the mobile as an interactive platform, we have found that many clients have benefited from the creation of a bespoke WAPsite to support their wider marketing activity.

Objectives:
SEAT was interested in finding a way to extend the marketing value of its advertising campaign for the new LEON. At the time, SEAT’s Marketing Executive, Fiona Fennell commented, “SEAT is a young brand with a history of attitude and this innovative marketing approach fits in well with the brands’ extroverted personality. The microsite will strengthen our print and TV campaign and allow us to communicate directly with our target market.”

Mechanic:
The etv media group created a mobile microsite for SEAT as part of an advertising campaign the car company was running to promote its new SEAT LEON in Ireland. The microsite was the first time a brand had used this type of marketing in Ireland and the first time SEAT worldwide had undertaken this type of activity.

The site was advertised via a television and print campaign and carried a message for viewers/readers to text a shortcode on their mobiles to allow them to access a specially designed WAP microsite. The site contained information about the SEAT LEON’s design and performance and offered users the opportunity to book a test drive or be sent a brochure.

Results:
WAP is now a standard technology available on the majority of mobile handsets and using this mechanic offered SEAT a richer, more personal way of interacting with consumers.

The results greatly exceeded SEAT’s expectations. Around 10% of users to the site requested a test drive or brochure, providing them with valuable customer information. SEAT has since used this data to help them with specific marketing promotions and help them build relationships with customers.