The important thing is the road, the company and the memories that are created until they reach the goal. This is the new concept of “It is not the goal. It is who you cross it”, the new campaign with which SEAT wants transmit your brand philosophydrawing metaphors from a reinterpretation of one the most popular songs of recent Spanish pop.
The Creative Agency 14 Agency has chosen the Theme “Tocotó” of Amaiato claim the experiences that are created within the SEAT models. The song reinterprets the famous “runs, runs” of Marisol, and allows the brand to inspire drivers to enjoy every moment without worrying about the goals that do not allow them to look beyond. With this, Seat understands the trip as A cluster of anecdotes and experiences that are enjoyed better in company.
Under the phrase, “The best anecdotes always happen when we go together”, The main spot of the campaign wants to reflect the feeling of driving the SEAT vehicles through a frantic assembly that combines images of experiences in company, urban landscapes and the cars of the manufacturer.”Because if we are clear is that the best thing about a trip is the company”, Explains the brand.
“Amaia and her reinvented version of “runs, Marisol’s horses bring us closer to childhood and the memories of many”, Explains Cristian Calvo, Marketing Director and Product of Seat Spain, on LinkedIn.“The world evolves very fast, but we have always believed that the important thing is not only where you are going, but with whom you share the way. As Amaia conveys in his song, the fundamental thing is to enjoy the journey, the company and each moment of the trip”
The campaign has already been activated on YouTube, and will have three different versions of the spot for its execution on television, digital platforms and social networks. In addition, “it is not the goal. It is who you cross it” also has outdoor advertising activations and digital display, as well as radio nails.
With this campaign, Seat continues to reaffirm its strategy to position itself as a brand that plays a Important role in people’s lives. The new spot follows the wake, in terms of visual and narrative style, of “permission B”, a campaign for which it offered a discount of 700 euros in the purchase of a new vehicle from the brand to novel drivers.
