SEAT Fleet

Background: The fleet sector is dominated by the usual suspects – Ford, Vauxhall and Volkswagen. It’s a tough market, where decision-makers are intrinsically averse to change. Because, why change? Drivers seemed happy enough with the choice they have. Our challenge was to upset the status quo and get SEAT onto fleet managers’ radars, and to give them a reason to consider the brand.
What we did: We had a relatively unknown brand and a low budget, so we needed to think smart. The big players never said anything new, or thought provoking; they didn’t need to. So we decided to act boldly, in a feisty, opinionated way that, strangely enough, fleet managers were talking to us.
How we did it: The heart and soul of the SEAT brand is in the Spanish spirit of Auto Emocion – a passion for driving. Which, in the context of fleet, utterly challenged the status quo. So it seemed natural to position SEAT as the choice for the spirited thinking mavericks in the organization, not the yes-men. This gave us the concept: expect more.

Our creative was boldly different, its look strikingly simple, with black, red and white art direction, and impactful, challenging copy. Working closely with our media partners, we exploited all online and offline fleet titles, and drove the campaign through the dealer network. Then we engaged the national sales team with a series of brainstorms, to develop edgy new service propositions.
Results: A staggering 16.2% uplift in sales, a 50% increase in enquiries, and SEAT’s largest fleet order in history. All followed nicely by major industry awards in both B2B and Automotive categories.