| Title | Toys (60 sec) |
| Agency | Atletico International |
| Campaign | Toys - Seat |
| Advertiser | SEAT S.A. |
| Brand | Seat Altea XL |
| Posted | October 2007 |
| Business Sector | Cars |
| Story | SUMMARY: So when SEAT joined the over-crowded MPV race in 2004, the key question was: how will we position our MPV? Even those who choose the most economical SEAT see themselves as racier than the rest. But both SEAT and its fans had a hard time with Altea by the beginning of 2006 sales were off by almost 20%. SEAT had planned to launch the Altea XL late in 2006 to complement the original Altea. Arresting Alteas steep decline was the priority not by replacing Altea sales with Altea XL sales, but by creating a strong range impact. SEAT fans are younger, more male and sportier than others and not that hungry for a family car, but when they wake up and find themselves with kids, they should know Altea XL will satisfy their wants as well as their needs. Since design is buying reason #1 among SEAT fans, we suspected that this educated, cosmopolitan 12% of the market could be won over by Altea XLs strong design statement. Research revealed a link: between both groups: they reject conventional wisdom. A nice parallel to SEAT itself. Taking a cue from our contrarian audience, we ignored the segments well-used formula because Altea XLs spirit is more interesting than the segments hygiene factors. So we created a story of a houseful of frightened toys who find the most comforting refuge they can think of: their familys Altea XL. Instead of a question, its an answer: even a toy can understand what Altea XL is all about. Toys drove a 25% positive swing in sales in Europes toughest markets, brought new buyers into the SEAT family as many as 8 in 10 came from other makes and made up ground on five of the other six players. |
| Media Type | Television & Cinema |
| Length | |
| Market | Spain |
| Director | Arndt Dallmann |
| Director | Roland Vanoni |
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