Interactions - SEAT Webshop – The Online Shop for New and Used Cars

Category: Best Performance Campaign

Client: SEAT

Year / Domain / Status: 2013 / Auto / Winner

Strategy description:

We had to overcome these issues: people avoid paying online for a car with their credit card and some make a car reservation just for fun, but they never follow through. To avoid these risks, we used this system: 1) reserve your car online; 2) print your reservation voucher and 3) visit any dealer in less than 2 days to sign the required paperwork, otherwise the car is available again. We always kept a limited number of cars available on the website in order to make the buyers react quickly.

Execution:

We built a virtual showroom, keeping 2 things in mind: - Online selling involves lower marketing costs, leading to a lower price. We clearly advertised: “Buy a car stripped of any additional costs. A special price, available on the web only” - The cars come with fixed configurations. We used this as an advantage: we created a tool with the ability to compare specifications without a salesman trying to promote a particular model. Google Adwords were used to promote the website in the 1st month

Case visual: