In France, dealerships tend to focus their promotions during the same 5 weekends throughout the year. Known as “open days”, these cluttered periods see all major automotive dealers fight for a SOV as they try to entice consumers through the door. In the mean time, French consumers find increasingly less time to peruse dealerships and tend to turn toward digital channels along their purchase funnel. Simultaneously, eshoppers pay increasingly attention to digital contents coming from specialists and pure players, such as Amazon, rather than traditional brands.

Amazon.fr is the leading e-commerce portal in France, receiving 15.7M visits/month, 1.8M/day, representing a 33% reach across France. The portal allows consumers to find deals that can’t be found on the high street.

Seat position itself as an actor of the design and automotive technology innovation. Joining their forces could then represent the perfect partnership to reach consumers outside the traditional “forecourt”.

During the 15 days leading up to and including Prime Day, SEAT ran promotions on Amazon.fr, advertising the SEAT Mii whilst letting consumers know they could receive delivery of the car within 72hrs of ordering on Prime Day.

Our activation also ensured convenience for consumers. Prior to the event we communicated the offer to pre-book test drives and pre-order the car ahead of Prime Day, which was when the order would be finalized and confirmed.

Prime Day shoppers expect offers and so on Prime Day, consumers of the SEAT Mii were treated to SEAT special offers (in addition to 72h delivery) which included a 1 year subscription for gas + 1 year subscription for car insurance, worth over 2K€.

During what is traditionally a “quiet period” for the automotive market, SEAT - the only automotive dealer trading on Amazon.fr - received a 50% share of voice on the site.

26.3M impressions, 28k clicks, 18k visits on the custom page, 2k visits on the product page, led to 57 “add to cart” actions and 9 pre-sales.

Seat vouchers (kinds of pre-buying car tickets that costed 200€) were sold-out in a couple of hours only and allowed the brand to directly contact its most interested prospects to guide them until the last step of their purchase funnel.

By recognising the limitations of the category in France and our audience’s desire to embrace ecommerce for convenience, we delivered a media first for France and have forged a what we believe to be the future for automotive sales.