SEAT TURNS IDENTS INTO CLUES IN A MYSTERY DRAMA ONLINE
28 September 2016: SEAT today announces the launch of a first-of-its-kind idents campaign: 'Missing Car'. As sponsors of ITV mystery drama, SEAT have created mini mystery dramas of their own, in a series of idents. Concepted and produced by MullenLowe London and MullenLowe Profero, each ident is a sequential clue in a mystery about a missing SEAT Ateca.
For each of the ITV mystery dramas: Broadchurch, Vera and The Level, SEAT has created an accompanying mystery drama in idents, set in locations from the TV series. For Broadchurch, a SEAT Ateca is left abandoned in the Jurassic coast. For Vera a SEAT Ateca goes missing in the wilds of Northumberland. And for the new series, The Level, a kidnapping leads to a missing SEAT Ateca in the Brighton area.
The second screen is key to the experience with the fully responsive Missingcar.com site providing an alternate engaging narrative experience. Over the course of each series, viewers go online to solve clues in the mystery of the location of the missing SEAT Ateca. With every clue released weekly in the idents, viewers can complete a mini-game in the online experience, to win prizes related to the ITV dramas.
Andrew Tracey, Head of Marketing, SEAT UK, said: "This is a great way of extending our successful relationship with ITV's highest quality programming, while putting the new Ateca firmly at the centre of the story during its first months on sale in the UK.
"By taking the story further using social media, the web and marketing programmes, we will create extra layers of engagement that will increase awareness of the new Ateca and what it has to offer in terms of quality, performance and equipment."
Eloise Smith, Executive Creative Director, MullenLowe Profero: "The TV ident is a massively untapped opportunity for episodic story telling. With the addition of the second screen experience, we are providing viewers an engaging experience that will be fresh every week and avoid the classic idents wear out."
The campaign premiers tonight on ITV hub, with the ITV 1 launch on 30th September. Viewers will be directed to the Missingcar.com webpage to take part in all the activity.
For more information:
Lucy Wertheim, MullenLowe Profero email@example.com / +44 7725215261
About the SEAT Ateca TV idents:
Client Name: SEAT
Campaign Name: SEAT Ateca idents Agency: MullenLowe
Executive Creative Director: Eloise Smith
Creative Lead: Steve Aston
Creative Team: Ben McCarthy and Seb Housden
Design Lead: John Brock
Mid-weight Designer: Vita Vilcina
Junior Designer: Bradley Nichols
Head of Technology: Ben Doran
Developer Lead: Christopher Rabe
Developer: Scott Wolfe
Developer: James Fraser
QA Tester: Ben May
Client Partner: David Blaseby
Account Manager: Lee Allen
Agency Producer: Mays Al-Ali
Media Agency: PHD
Production Company: 76 Ltd
Director: Patrik Bergh
Executive producer: Mark Murrell
Producer: Denise Galloway
Production manager: Zoe A'court
Dop: Pau Castejon Ubeda
Editor on set (11th, 12th, 13th): Joce Hockings
Post production: Big Buoy
SEAT is the only company in its sector with the full-range capacity to design, develop, manufacture and market cars in Spain. A member of the Volkswagen Group, the multinational has its headquarters in Martorell (Barcelona), exporting more than 80% of its vehicles, and is present in 75 countries. In 2014, SEAT's invoicing totalled almost 7.5 billion euros; the highest figure it its history, with worldwide sales of 390,500 units.
SEAT Group employs 14,000 professionals at its three production centres - Barcelona, El Prat de Llobregat and Martorell, where it manufactures the highly successful Ibiza and Leon, amongst other models. Additionally, the company produces the Alhambra in Palmela (Portugal), the Mii in Bratislava (Slovakia) and the Ateca and Toledo in Mladá Boleslav (Czech Republic).
The Spanish multinational also has a Technical Centre, which celebrates its 40th anniversary in 2015. This 'knowledge hub', bringing together 900 engineers, aims to be the driving force behind innovation for the number one industrial investor in R&D in Spain. In line with its declared commitment to environmental protection, SEAT undertakes and bases its core activity on sustainability, namely reduction of CO2 emissions, energy efficiency, as well as recycling and re-use of resources.