The brief: 'Why not now?'
The key ethos underpinning the launch of the SEAT Tarraco was 'Why not now?' - a question designed to inspire young audiences to move forward and live a life of adventure. SEAT wanted to communicate its young, urban and positively defiant brand personality, and position SEAT as easy to choose, buy and enjoy.
The brief
The results
What we did
The insight
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Nescafe Azera – Stay Curious
Time Out's USP is helping urban explorers go out and discover wonderful and surprising experiences. Our editorial coverage is immediate and inspires you to do something awesome this week, this weekend or right now; a sound environment for SEAT's 'Why not now?' message.
The insight
We brought Nescafe Azera’s Stay Curious campaign to life across a 4 day series of events within a bespoke pop up venue at Shoreditch’s Truman Brewery. Anyone curious enough to walk into the space was rewarded with a truly unique and immersive sensory experience and ticket holders were able to book and take part in a range of unique events such as gospel karaoke, HIIT workouts, silent discos and neon life drawing and, of course, espresso martini workshops. The live experience was amplified across London to the target audience through a series of digital features, video, social, high impact print formats and national competitions to attend the pop up to engage audiences from across the country.
What we did
300,000 magazines distributed outside of London by Time Out & SEAT brand ambassadors
Positively impacting brand values
Opt-in rate surpassed benchmarks
Increased likeability for SEAT as a brand
Broadening our reach in Glasgow, Manchester and Birmingham
Likeability increased by 80% amongst those who saw the campaign compared with those who didn't
50% increase in those who agree SEAT is a brand that's easy to choose, buy, own and enjoy
37% of competition entrants opted in to share their data with SEAT, above our 33% benchmark
The results
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We took the magazine on a road trip to Glasgow, Manchester and Birmingham, producing bespoke regional magazines in each city for the first time ever. Content covered awe-inspiring cultural hot-spots, unforgettable road trips and unique experiences that embodied the 'Why not now?' approach to life. We also ran a competition giving readers the chance to win a weekend away in a Tarraco by answering the question: If you could drop everything now, what would you do?
What we did
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SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
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Paypal
Encouraging readers to #KeepTheChange post lockdown
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HSBC
UK-wide cross-platform content dedicated to helping tackle homelessness at Christmas
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O2 Priority
Brand integration with Time Out's winter cocktail festival
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Google
Celebrating London's Black-owned businesses
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Airbnb
Unearthing hidden staycation treasures across the UK
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London Eye
Eye-Opening events within capsules to help reposition the London Eye
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Baileys
Mouth-watering influencer led recipe videos, perfect for lockdown treating
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Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
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Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
Explore Case Study
Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Street food collaborations in London, Birmingham, Manchester and Leeds
See more
Explore Case Study
SEAT
National print campaign promoting SEAT's 'Why Not Now?' campaign
Explore Case Study
Paypal
Encouraging readers to #KeepTheChange post lockdown
Explore Case Study
HSBC
Promoting Fentimans' summer spritz garden with delicious recipe videos
Explore Case Study
O2 Priority
Brand intergration with Time Outs winter cocktail festival
Explore Case Study
Google
Celebrating London's Black-owned businesses
Explore Case Study
Airbnb
Unearthing hidden staycation treasures across the UK
Explore Case Study
London Eye
Eye-Opening events within capsules to help reposition the London Eye
Explore Case Study
Baileys
Get excited about Veganuary with Ben & Jerry's vegan range and a collab with Crosstown Doughnuts
Explore Case Study
Deliveroo
London's greatest food vendors went head to head, with readers deciding the winners
Explore Case Study
Nescafe Azera
Out-of-the-ordinary events designed to reward curiosity
Explore Case Study
Transport for London
Inspiring readers to switch up their transport habits
Explore Case Study
Popchips
Exclusive street food collaborations in London, Birmingham and Leeds
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
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Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
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Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration
Explore Case Study
Bombay Sapphire
Sundowners with a difference: driving awareness & trial of the new serve
Explore Case Study
Singapore Tourist Board
Helping readers rediscover Singapore for post lockdown getaways
Explore Case Study
Ben & Jerry's
A January extraVEGANza with Crosstown doughnuts, driving trial and awareness B&J’s dairy free range
Explore Case Study
Greater Anglia
Looking east for staycation inspiration