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.