VW’s SEAT straps in OgilvyOne Beijing for digital branding strategy

Winning the account through a competitive pitch with two other agencies, OgilvyOne Beijing will chart SEAT’s digital strategy in the mainland, including developing and maintaining its new Chinese website, creating a virtual driving experience at retail stores and showrooms, marketing through social media, and producing digital campaigns for its upcoming vehicle launches.

SEAT is the market leader in Spain, with total sales of 339,500 vehicles in 2010. Now part of the Volkswagen Group's brand line-up, SEAT is a German-engineered and Spanish-designed automobile manufacturer. It set up headquarters in Beijing’s financial district last year.

Helen Wu, marketing director of SEAT, VW Group China, said, “OgilvyOne has more than a decade’s digital experience and deep-seated insight into the Chinese auto industry, and presented a strong team." 

Daniel Tao, vice president of OgilvyOne Beijing, added, “It’s very exciting for us to lead the digital charge in introducing a fresh and sporty auto brand to the post-80s generation." The Leon and Ibiza car models are SEAT’s bets for the China market, to be launched from spring 2012 onwards.