In France’s highly cluttered automotive marketplace, which sees dealerships’ “Open Day” offers limited to just 3 weekends a year, SEAT set-out to increase SOV and find a way to engage consumers outside of these dates and sell their cars in what would usually be a quiet time for dealerships.
Automotive dealers are used to using their forecourts to sell cars. But France’s dealerships tend to focus their promotions during the same 5 weekends throughout the year (mid-January, mid-March, mid-June, Mid-Sept and mid-October). Known as “open days”, these highly cluttered periods see all major automotive dealers fighting for a share of voice as they try to entice consumers through the door.
However French consumers are finding less and less time to peruse dealerships as their busy lifestyles get in the way and are therefore turning to digital channels more and more for their commerce needs.
In the meantime, e-shoppers pay increasingly more attention to digital content and information that comes from specialists and pure players, such as Amazon, rather than traditional brands, such as car manufacturers.
Amazon.fr is the leading portal for e-commerce in France, receiving 15.7M visits a month and 1.8M a day, representing a 33% reach across France, as shoppers look for inspiration and to make considered, and sometimes not so considered, purchases.
It’s a portal for consumers to find deals that can’t be found on the high street and, in our view, was the perfect partner for SEAT to collaborate with, to reach consumers outside of “forecourt” hours in an activation that has never been seen before in France.
In a media first for France, we identified Amazon Prime Day as the number 1 event in which to target consumers with our SEAT deals, outside of the traditional “Open Days”.
Used to the more traditional advertising methods when it comes to the automotive industry, e-shoppers are not yet used to the concept of buying cars through online channels, so during the Prime Day event, which sees double the traffic to Amazon.fr and a 3x the volume of sales, we knew we’d have the opportunity to draw in e-shoppers in this undeveloped territory for the automotive industry. Paving the way for buying cars via Amazon to become “the norm” in the future.
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€.