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?
We 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
Role Creative Lead
Type Integrated campaign – TV and digital