SEAT – Konmari

SEAT UK wanted to amplify the family credentials of its SUV range ahead of the summer holidays.

Research revealed that the number of families taking ‘staycation’ holidays in the UK had risen by a quarter in the previous 12 months.

We engaged with Europe’s first officially affiliated KonMari practitioner to create a piece of content that examined how best to pack the car for the family summer holiday.

While the KonMari method focuses on discarding ‘clutter’, the video was also focused on highlighting the interior capacity of SEAT SUVs and included tips on how best to pack most efficiently – even in SEAT’s most compact SUV, the Arona.

A press release, tailored for motoring, consumer and family media sectors, was accompanied by a video, which was also edited for social channels.

These resulted in an online readership of 1.11b and a print circulation of 1.8m.

Importantly, the content was also then adopted by SEAT’s global team, generating an additional 50+ pieces of overseas coverage, further elevating the UK client team’s standing.