SEAT MÓ

Mediterranean Mojo

A binge-watching TikTok-led campaign showcased by the social platform as a standout success case..

Background

SEAT MÓ introduced the full mobility portfolio in the Balearic islands, where users of SEAT MÓ’s app could rent different types of vehicles like eKickscooters, ebikes, electric cars, and even electric boats!

Under the concept “Mediterranean Mojo”, SEAT MÓ aimed to capture the irresistible mediterranean allure of living life freely. The idea was to build storytelling around a summer romance, where SEAT MÓ free the moves of the story’s characters, and draw them closer (or apart).

Challenge

However, we faced a challenge in our storytelling. We aimed to engage a young audience, and the constraints of paid media confined us to brief 15-20 second TikTok videos. How could we immerse people in a captivating summer narrative within such a limited timeframe?

Idea: Like a Netflix TV show but in Tiktok. 

Taking inspiration from the entertainment startup Four Front, I inspired the creative team to follow a comms strategy that disrupts the typical narrative storytelling. The idea was to craft a fictional storyline entirely developed on TikTok profiles, featuring fictional characters. Like a Netflix TV show but in Tiktok. 

This approach truly shakes the way stories have traditionally been told in one-minute film. The narratives become much more engaging and interactive, blurring the lines between reality and storytelling. 

Execution

To execute the comms strategy, our creative team meticuloulsy crafted a script in bite-sized parts and got real-life actors to play out the various scenes, perfectly tailored to the style & short-form format of Tiktok paid media.

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