SEAT Turns Idents Into Clues in Online Mystery Campaign
SEAT today announces the launch of a first-of-its-kind idents campaign: ‘Missing Car’. As sponsors of ITV mystery drama, SEAT have created mini mystery dramas of their own, in a series of idents.
Concepted and produced by MullenLowe London and MullenLowe Profero, each ident is a sequential clue in a mystery about a missing SEAT Ateca.
For each of the ITV mystery dramas: Broadchurch, Vera and The Level, SEAT has created an accompanying mystery drama in idents, set in locations from the TV series. For Broadchurch, a SEAT Ateca is left abandoned in the Jurassic coast. For Vera a SEAT Ateca goes missing in the wilds of Northumberland. And for the new series, The Level, a kidnapping leads to a missing SEAT Ateca in the Brighton area.
The second screen is key to the experience with the fully responsive Missingcar.com site providing an alternate engaging narrative experience. Over the course of each series, viewers go online to solve clues in the mystery of the location of the missing SEAT Ateca. With every clue released weekly in the idents, viewers can complete a mini-game in the online experience, to win prizes related to the ITV dramas.
Andrew Tracey, Head of Marketing, SEAT UK, said: “This is a great way of extending our successful relationship with ITV’s highest quality programming, while putting the new Ateca firmly at the centre of the story during its first months on sale in the UK.
“By taking the story further using social media, the web and marketing programmes, we will create extra layers of engagement that will increase awareness of the new Ateca and what it has to offer in terms of quality, performance and equipment.”
Eloise Smith, Executive Creative Director, MullenLowe Profero: “The TV ident is a massively untapped opportunity for episodic story telling. With the addition of the second screen experience, we are providing viewers an engaging experience that will be fresh every week and avoid the classic idents wear out.”
The campaign premiers tonight on ITV hub, with the ITV 1 launch on 30th September. Viewers will be directed to the Missingcar.com webpage to take part in all the activity.