Integrated campaign

– TV and digital

How do you turn TV drama idents into something more interesting than repetitive branded wallpaper? And create more engagement and interaction with SEAT’s newest SUV, the Ateca? I came up with an ambitious plan to create individual mystery stories that would run during ITV dramas Broadchurch, Vera and The Level. Each week an ident would contain a clue based on the features of the car. These linked to an interactive online experience with weekly prizes. We shot 47 separate TV idents and created 3 different interactive experiences. The result was a surge in interest for SEAT’s new model which saw the brand struggling to meet demand.

Agency: MullenLowe London