Seat Film, Digital SEAT SAFE DRIVE by Grey Barcelona

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SEAT SAFE DRIVE

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Industry Cars, Mobile applications
Media Film, Digital, Interactive & Mobile
Market Spain
Agency Grey Barcelona
Executive Creative Director Enric Nel-Lo
Creative Director Alejandro Arriaga
Art Director Jose Carlos Gomez, Nacho Gómez, Sofía Machado
Copywriter Marcos Maggi, Luke Sholer, Nacho Hernández, Ángela Pacheco
Account Supervisor Esther Martín
Released May 2013

Credits & Description

Advertiser: SEAT
Agency: GREY ESPAÑA
Category: Best Use of Mobile Devices
Advertising campaign: SAFE DRIVE
Creative Director: Alejandro Arriaga (Grey España)
Executive Creative Director: Enric Nel·lo (Grey España)
Art Director: Jose Carlos Gómez (Grey España)
Account Supervisor: Esther Martín (Grey España)
Copywriter: Luke Sholer (Grey España)
Copywriter: Nacho Hernández (Grey España)
Advertiser Supervisor: Pablo Barrios (Grey España)
Copywriter: Ángela Pacheco (Grey España)
Chief Creative Officer: Antonio Montero (Grey España)
Account Manager: Christian Beneit (Grey España)
Copywriter: Marcos Maggi (Grey España)
Art Director: Nacho Gómez (Grey España)
Art Director: Sofía Machado (Grey España)

Effectiveness
SEAT places itself in the users' mind as a brand worried about driving safety. This new concept of the brand comes from a strategy of reposition using digital media in a way it hadn´t been used before.Since April 30th that the App was launched up to date, its been downloaded 8,612 times and had 106 reviews with a 4 stars average, everything in just twelve days.Also many spanish top digital media and press specialized in motor (e.g Motor Magazine, Auto Bild Magazine, Motor 16, Marca Motor) gave coverage about the app as the best and emotional way to Safe Drive.

Strategy
Safe Drive is the SEAT´s application that benefits a safer driving. It is very easy and effective. The driver can take a photo and record a message of someone important for him and every time the app, through a GPS system, detects the allowed speed is exceeded, the photo and the message would be activated, and once the driver listens to the message, it would remind him what is really important and this way he would decide to lift his foot off the gas.

Execution
Safe Drive is the SEAT´s application that benefits a safer driving. It is very easy and effective. The driver can take a photo and record a message of someone important for him and every time the app, through a GPS system, detects the allowed speed is exceeded, the photo and the message would be activated, and once the driver listens to the message, it would remind him what is really important and this way he would decide to lift his foot off the gas.