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SEAT LEON

CAR TECH 

HACKS

ChALLENGE

SEAT wanted to promote the launch of the updated Leon model, using peer-to-peer advocacy as a way to showcase significant updates to the interior technology.

IDEA

We launched a competition across What Car?, Autocar and Stuff to crowd-source the best car tech tips from our readers. We picked our five favourite ideas, then put them to the test using the new Leon in a series of short videos.

The videos were hosted in rich-media ad units, which ran across our sites. A long-form version of the video was hosted on our YouTube channels, then embedded into promoted stories across whatcar.com, autocar.co.uk and stuff.tv.

We also created an interactive quiz, which was embedded into promoted stories across whatcar.com, autocar.co.uk and stuff.tv.

THE SEAT LEON TECH QUIZ

We created a fun interactive quiz, which was designed to help readers decide what sort of tech user they are.

The quiz included five questions with multiple choice answers, and four possible outcomes. As an incentive to participate, one lucky user won a UK weekend break.

The quiz was embedded into promoted stories across whatcar.com, autocar.co.uk and stuff.tv

SEAT LEON – FIVe top CAr TECH TIPS

SEAT partnered with Autocar to ask readers for their tips and tricks that make motoring a little bit easier. We picked our five favourite ideas and put then to the test using the new SEAT Leon for a series of short videos.

SUCCESS

We delivered over double the targeted number of video views, and a large number of quiz completions.

The short-form video content was viewed over 2 million times via rich-media ad impressions

SUCCESS

We delivered over double the targeted number of video views, and a large number of quiz completions.

The short-form video content was viewed over 2 million times via rich-media ad impressions

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CREATIVE SUMMARY

CONTENT THAT WORKS

Total Creative Output:

5x short-form video edits
1x combined long-form video
1x interactive quiz
6x promoted stories
Rich-media ads
Standard display ads
Social posts (Facebook & Twitter)
Email newsletters

interactive quiz

A fun, interactive quiz, hosted within the editorial pages of our sites.

short-form videoS

Crowd-sourced tech hacks, shot as a series of short-form videos

rich-media ADS

Tech hack videos were housed in rich-media ad units, which ran across our sites.

long-form video

An amalgamated version of all our tech hack videos, hosted on our YouTube channels.

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LET'S TALK

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive – conceiving and delivering native campaigns and branded content that are specifically tailored to Haymarket’s powerful publications and enthusiast audiences.

haymarketstudio@haymarket.com

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