SEAT: Complementing product placement with in-video ads drives KPIs
SEAT, the leading Spanish carmaker owned by the Volkswagen Group, wanted to amplify its traditional product placement activity within prime time TV and see the KPI uplift of Mirriad in-video ad insertions.
Mirriad embedded SEAT assets in the prime time TV drama Demain Nous Appartient (Tomorrow Belongs to Us) running on TF1, into the most contextually relevant scenes that capture viewer attention. Mirriad’s technology flexibly delivered the SEAT brand across nine episodes, using a combination of creative executions from street signage to web pages on computer screens.
TF1 and Toluna, a leading global consumer research company, conducted an advertising effectiveness study to understand how well the ad format drove brand KPI’s as well as opinions of the new advertising format. The research objective was to measure the performance of Mirriad insertions over the results gained from the ad unexposed audience.
Driving strong increase in positive opinions of the SEAT brand: +24 points
Brand Confidence +22 points
Talking/discussing the SEAT brand: +15 points