Background
SEAT MÓ, the micromobility brand from Volkswagen group, wanted to connect with younger audiences by tapping into urban culture & urban sports. We partnered with professional skaters like Danny Leon and the Urban Sports Games .
Challenge
The risk of looking like another cringe brand with a lack of understanding of skate culture was high.
Under the brand concept, “we move like you move”, we needed to demonstrate our understanding by creating content that the community would embrace. We also needed to showcase our products since our main marketing goal was to increase product awareness of a recently launched sub-brand.
Content strategy
I heard more than one time from skaters: “Brands use skaters but it is hypocritical because they don’t embrace the spirit. They don’t allow them to skate around the offices or mess around with their products to do a trick”.
With SEAT Mò, we let them use our products as the new toy to play around, in the spirit of skating. We created lots of entertaining tricks using our products and some visual tricks, following the TikTok aesthetic and visual effects. And the best part is that we could really show our products and infuse the idea that we were urban and cool.
We also ranged other types of content approaches for the year calendar, inspired by the community, for the community: from tutorial content, skaters interviews to event highlights.