Seat UK, in collaboration with Group 1 Automotive, has appointed integrated marketing agency JJ to support its first ever European retail store at intu Lakeside Shopping Centre, Essex.
JJ’s brief is focused on increasing the number of test drive bookings at the new store and, ultimately, delivering sales. JJ will initially work on a multi-channel acquisition campaign, targeting people in and around the intu Lakeside area. This will include a Sky AdSmart campaign, paid social activity and a range of tactical events to increase footfall.
The agency is also in the process of developing a constantly refreshed suite of video for the store’s digital display screens, aimed at promoting offers, benefits and a range of other information.
John Hillier, national retail stores manager for Seat UK, said: “Our team was impressed with JJ’s response to our brief. They not only demonstrated outstanding creative thinking but also delivered a solid, results-focused activity plan which clearly mapped out how they would support our key objectives for the store. That approach, along with their in-depth experience in both the automotive and retail sectors, has given us real confidence that our relationship with JJ will be a long and successful one which helps us meet and exceed our sales targets.”
Fergus Cable-Alexander, client director at JJ, added: “Seat Store Lakeside represents the future direction of the industry where automotive retailers are developing new and innovative means of accessing their customers. We are delighted to be supporting them and believe that our approach will help ensure their first European retail store is a major success.”
The 150m² store opened last September and features three internally displayed vehicles and an additional outdoor area with a further 16 models which customers can test drive.