SEAT has two versions of its Leon, ‘Short vs Fast’ is a race between these models. The Leon ST CUPRA is thanks to its powerful racetrack technology adapted for the road, whereas the Leon X-PERIENCE with its 4Drive excels off road.

The question is which is the preferable route: the shortest or the fastest? During a 5-day road trip from Berlin to Barcelona two teams of Dutch TV personalities and social influencers are challenged to complete 5 assignments. The online viewer that predicts which team will finish first, wins his or her own road trip in the winning car.

SEAT has connected a well-known automotive topic (the shortest or the fastest route) with her brand promise in a credible manner. Short vs Fast delivers emotion to a functional consumer insight. The campaign provided ultimate driving pleasure and is proof for SEAT as facilitator of ‘Technology to Enjoy’.

Six video’s, one video documenting each day of the 5-day road trip and a compilation video, was hosted on Shortfast.seat.nl and distributed through the VICE-network, Facebook and YouTube, cross device.

The episodes were sequentially distributed to everyone who viewed the previous episode in order to improve the number of qualitative contacts. This lead to a pool for performance marketing.

Teasing to watch upcoming road trip and voting for the winning team started in July, using rich media.

The road trip started mid-July, and a video was distributed every other day until July 22nd using teasing pre-rolls and sponsored articles across VICE-network, YouTube TrueView and Facebook video, in combination with social activation towards voting. End of July to first week of August, the compilation video was distributed via YouTube mastheads, TrueView and Facebook video PP’s.

A budget of around € 200,000 delivered over 9 million impressions and over 3,3 million views.

From July 6th to August 2nd 2015, we reached 67% of the target audience. The full episodes were watched over 2,2 million times all together. Half of the target audience fully watched at least 2 videos, 31% watched 3 videos or more.

Thanks to the Short vs Fast campaign, 58% indicates their image of SEAT has changed positively. They perceive SEAT as dynamic, sympathetic and young spirited. 45% of the audience now recognizes SEAT as ‘Technology to Enjoy’. Finally, brand preference has increased from 3% to 7%.

By combining high quality video content with smart campaign planning, we managed to both reach and positively influence the target audience.