Drugi jezik na kojem je dostupan ovaj članak: Bosnian
SEAT. A top performance brand, created by designers of Barcelona, produced in Volkswagen’s plants, whose innovation needs no introduction.
SEAT comes to market different from the competition. The base model always has more equipment than the competition, making it seem more expensive, but essentially the price indexation is always on SEAT’s side.
However, far more famous brothers from the Volkswagen Group, which have been playing in the Serbian market for a long time, and strong campaigns from the competition, slowed down the penetration of Seat brand into the car buyers circle.
Task of the agency Kreativa New Formula is to make people love Seat, and that drivers take it into consideration when buying cars. The brand with its representatives SEAT Ibiza, SEAT Leon, as well as the entire FR line, has a dynamic genetic code, sportiness, and its comfort and technical performances are remarkable. But, who knows that? Very few drivers!
INSIGHT
In situations like this it’s not bad to hire a celebrity who shares some of the characteristics of SEAT. The agency asked around, and found Zoran Kesić, famous anchorman of 24 minutes with Zoran Kesić. Although the famous anchor already participated in advertising campaigns, it seemed that there was a lack of a bit of truth – that is, of the real reason (other than “he’s famous”) between Kesić and the brands that he “played” for. We found common grounds.
IDEA
CHANGE DIRECTION! Think different when buying a car. Drive something that others don’t on purpose.
That’s how the campaign CHANGING DIRECTION was made. Kreativa New Formula started off with a teaser campaign that was supposed to spark interest among the media and include them in the campaign.
- SEAT – It’s not in the mainstream, it’s not famous as the others
- SEAT – It has everything necessary for success, but somehow it’s not acceptable for many drivers
- SEAT – It’s not being driven
- SEAT – It’s brave, sporty, great will
- SEAT – It would like more people to follow it, drive it, to know more about it because they would change their mind then
- SEAT – It would like people to change the way they think, and to come to the foreground somehow
- KESIĆ – He’s not mainstream (doesn’t think like the others)
- KESIĆ – He has all the necessary smarts, but somehow it isn’t becoming important to a significantly large number of people
- KESIĆ – He doesn’t know how to drive
- KESIĆ – Brave, bold, great will
- KESIĆ – He would like more people to think with their own head like him, because the country would be better then
- KESIĆ – He would like people to say “Enough with the same”, and to change something in the society
LAUNCH
After the teaser period, Zoran Kesić greeted reporters at a press conference and presented in detail his plan to change direction. He finally explained to them that it’s not about a political change, the issue of orientation or something similar. Kesić had simply decided that his wife will no longer drive him!
We found out that Kesić – because he got acquainted with SEAT, which he liked so much as it’s different from all the other cars – decided to learn to drive. The campaign was presented to the public on 13 June at a press conference at which the lead was taken by Zoran Kesić himself.
https://www.youtube.com/watch?v=XNAtpEByUrk
FOLLOW-UP
In the end, Kesić announced that he is starting with SEAT driving classes, and invited all non-drivers to join him. Because if Zoran Kesić, the biggest non-driver among non-drivers decided to change direction and start to drive, it’s certain that SEAT with its three models (Ibiza, Leon and Toledo) has everything you need to attract a lot of drivers, and future drivers, to think differently and to drive SEAT.