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CAR SHOPPING MADE EASY

SEAT UK

The Brief

Part of the Volkswagen Group, SEAT manufactures a range of stylish and sporty cars. And it now offers a new way to buy one too, with the VW Group’s first ever European Retail Stores at Lakeside and Westfield London W12.

Appointed in December 2016, our brief was to raise awareness of the Stores, clearly communicate the benefits of buying from the Stores and ultimately deliver footfall, generate test drives and drive sales.

Our Approach

In the Lakeside and Westfield shopping centres, there’s a combined footfall of around 27 million shoppers each year. These people are up at the top of the funnel because they’re unlikely to be in market for a car.

To capture them, we ran highly geo-targeted paid campaigns on Twitter, Facebook and Instagram, combined with demographic targeting based on the typical new car buyer profile. All this activity featured a strong call-to-action directing people to the Stores.

For prospects in-market for a new car (and therefore further down the funnel), our team devised and deployed an advanced combination of social media and programmatic advertising diverting prospects to the SEAT Stores with compelling messaging and hard-hitting creative.

But the best creative and targeting is nothing without a beautiful and modern retail environment that convinces people that this is the best way to buy a new car. We developed a clear proposition for the Stores based on addressing existing pain points in the established car buying process, and deliberately positioned the Stores away from the traditional dealership model that puts off so many people.

This proposition is creatively displayed on large, digital formats in the retail environment alongside tactical offers, all working to convert Store visitors into customers by reassuring them that it’s a great place to buy their new car.

The Results

Clear correlation between website clicks and account creations, test drive bookings and orders. Significant uplifts in test drive bookings and orders since commencing marketing activity.

What they said about us

Our team was impressed with JJ’s response to the brief. They not only demonstrated outstanding creative thinking but also delivered a solid, results-focused activity plan which clearly mapped out how they would support our key objectives for the stores.

That approach, along with their in-depth experience in both the automotive and retail sectors, has given us real confidence that our relationship with JJ will be a long and successful one which helps us meet and exceed our sales targets.

Where to next?

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