SEAT ARONA
Get carried away .
An internationally full-funnel campaign inspired by a massive cultural trend, that culminated in one of the SEAT’s most successful campaigns in recent years.
Challenge
The previous small SUV ARONA sold fairly well, but it had a single problem that held it back - it didn’t seem like it was as capable as other SUVs these days. Urban city dwellers weren’t looking for some super tough off-road machine, but they wanted their SUV to still look ‘up to the job’. The new model addressed this problem with its revised, more robust-looking design.
Idea: Get Carried away
SEAT Arona needed to be launched during these strange times we lived in, where new hobbies like baking sourdough or gardening exploded during lockdown. People got so much into these hobbies that they got very excited and went on real “missions” around the city to find what they needed so badly. An incredibly massive culture trend that gave our SUV its role: the most up-for-it utility to “get carried away with your little big obsessions”.
