We recently joined forces with SEAT to launch their newest vehicle, the Tarraco, at Westfield Stratford City. Working with a theatrical set production team, we designed and executed an experiential activation that gave the public their first chance to see SEAT’s newest SUV model, during the weekend of the 22nd to 24th of February, ahead of the official launch a week later.
Our creative idea was to bring to life SEAT’s above the line campaign and showcase their latest vehicle – which completes the brand’s SUV range – by designing an environment that embraces the driver and their different personalities as well as celebrate the adaptability of the new SUV.
The experiential execution placed the Tarraco in a high-energy beachside scene, and an opposing practical city setting – complete with a cosmopolitan cafe. The final execution aimed to give shoppers a rich experience with many notable details including life-like wild shrubs and trees, hand painted cobbled paving and weathered signage and fencing.
Peter Brooking SEAT’s Events and Internal Communications Manager, said “The Tarraco lets drivers be an urban warrior by week, and an adrenaline junkie by weekend. Its style and space lets you be one, the other or both. Collider has created a unique environment that demonstrates this versatility, and plays to the kind of driver you are in any given context.”
Our very own CEO, Anton Jerges, added: “Continuing our relationship with the Volkswagen Group, the SEAT team have been great to work with, embracing the vision and creative concept for this launch. The creative treatment is designed to involve the public as they get to see, feel and experience the new Tarraco SUV.”
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