VW’s SEAT signs on with OgilvyOne Beijing

Volkswagen has officially appointed OgilvyOne Beijing as digital marketing counsel for its SEAT brand on a retainer base. Founded in 1950 and now part of the VW Group, SEAT is a Spanish automobile manufacturer characterized by athleticism, youth, efficiency and its rich Spanish heritage.

Winning the account through a competitive pitch, OgilvyOne Beijing will chart SEAT’s digital strategy in its mainland China market entry, including developing and maintaining SEAT’s new China website, creating a digital showcase and virtual driving experience at retail stores, and showrooms, marketing through social media and producing comprehensive digital campaigns for its upcoming vehicle launches.

Helen Wu, Marketing Director of SEAT, VW Group China, said, “SEAT is a German-engineered and Spanish-designed carmaker that has been in the European market for more than 60 years. As we expand into China, we’re glad to be doing so with a digital partner like OgilvyOne by our side. They have more than a decade’s experience in digital and deep-seated insight into the Chinese auto industry. They presented a strong and consistent team that will give us the professional and integrated digital services that we need to succeed in China.”

Daniel Tao, Vice President of OgilvyOne Beijing, said, “It’s very exciting for us to lead the digital charge in introducing a fresh and sporty auto brand to the post-80’s generation of new Chinese car buyers. We’re honored that SEAT has entrusted us to play with our creativity and produce new and interesting digital campaigns that will drive sales.”

OgilvyOne Beijing’s recent “Scirocco Cup” campaign for VW used augmented reality to build excitement among car enthusiasts for its professional racing camp. The campaign won a bronze metal in Media at the Cannes Lions International Festival of Creativity and a Merit in the Entertainment – Gaming/Online Gaming category at One Show.