If you want a new car, you just have to ask for it. But you have to do it using a banner and during a soccer match. And in its new campaign, called “Ask for it in the countryside”, Seat promises to give away two vehicles of its new Ibiza and Arona models.
The initiative communicates the role of the automobile company as official sponsor of both the HM El Rey Mapfre Cup and the HM La Reina Iberdrola Cup. The company has renewed its agreement with the Royal Spanish Football Federation (RFEF), prolonging its connection to the competition, which has existed for sixteen years in the case of the men’s tournament, and for six years in the case of the women’s.
In both cases, the brand will maintain a prominent presence in the final phases of the competition.
It is inspired by the habit of taking banners to stadiums with messages asking for things
Thus, Seat strengthens its relationship with the sport and its fans with a marketing action that takes place from last January 7 until the celebration of the final on April 25 at the La Cartuja stadium, in Seville. Created by 14 Agency, the initiative is inspired by the habit of bringing banners to stadiums with messages asking for things, usually the players’ jerseys.
In this way, the brand aspires to turn the banners into advertising support and, thus, publicize the launch of its new Ibiza and Arona models, launched this January. At the same time, the campaign will boost notoriety and visibility for the brand and strengthen its bond with football fans. “Your idol can give you his t-shirt, but we can give you something bigger: the New Seat Ibiza or the New Arona. You just have to ask for it the way things are asked in the countryside, with a banner”; the brand explained through social networks.
As explained by Seat, those interested in participating in the draw must create their banners asking for the new Seat Ibia or Seat Arona and take them to any Copa del Rey match that takes place from the round of 16 phase to the final. They will have to upload their photo with her in the field to social networks, tagging the brand profile, which they will have to follow.
“At Seat we understand football as a meeting point between people and emotions. With the “Ask for it on the field” campaign we take that connection one step further, giving fans the opportunity to convert the excitement and one of the most authentic stadium traditions, such as banners, into a new car.“; expressed Cristian Calvo, Marketing Director of Seat and Cupra Spain, in a statement.
The campaign is executed on social networks, digital media and specialized media such as sports press. It also includes special actions in different Cup stadiums and actions throughout the company’s dealer network.
