The Auto Channel
The Largest Independent Automotive Research Resource
Official Website of the New Car Buyer

Seat Exeo - Launch Campaign 2009

PHOTO (select to view enlarged photo)

MARTORELL, Spain, February 25, 2009: In line with the emotional and quality-oriented positioning of the Spanish brand, the Exeo has the dynamic character and top technology that make it standout as more than just another alternative in this rational and conservative segment of the car market.

With its sporty character and long list of advanced automotive features, the new SEAT Exeo marks yet another important step forward in the brand’s ongoing pursuit of exceptional quality, and turns the entire SEAT range into one of the youngest in Europe.

Like all SEAT cars, the Exeo is a drivers’ car. The perfect balance between the agile chassis, the precision steering, its performance, its efficiency as well as its build quality and comfort levels, all combine to deliver an outstanding drive. So much so that even the shortest, most ordinary journey can be made to feel sensational. This insight was the starting point for the international launch campaign.

The TV commercial refers to the story of Odysseus, King of Ithaca. During his lifelong journey back to his homeland he realises, that what is important is not the final destination, but the wonders of the journey and the experience gained along the way. The poem that accompanies the spot narrates this story of adventure and discovery but applies it to an ordinary journey, an ordinary day, in an ordinary neighbourhood. The Exeo supplies the sensation for the driver.

The TV commercial was shot by director Alexander Paul (Sonda Productions) in Lisbon. Print production was done in and around Barcelona by car photographer Manu Agah. Both director and photographer are internationally acclaimed for their work.

“We have high hopes for the new SEAT Exeo. With this unusual launch idea beautifully transformed into a campaign, and a truly excellent product, we are certain we will leave our mark in this highly competitive segment and support the success of the new Exeo”, commented Jörn Hinrichs, Marketing Director at SEAT.

Reinhard Patzschke, the Marketing & Communications Manager, who together with Mr. Hinrichs, is responsible for the launch of all SEAT models adds:

“We chose a self-confident and qualitative approach that enriches the personality of Europe’s youngest car brand and demonstrates how SEAT has strongly developed over the last years. This approach will be adopted across all communication channels.”

SEAT’s worldwide lead agency, Atletico International, Barcelona, developed the international 360° campaign, which will be launched in March across the most important European markets.