Automotive · Lead GenerationGoogle AdsGoogle DisplayFacebook Lead AdsInstagram Lead AdsLead Generation

Catalunya Motor · SEAT

338 leads in 17 days for the official SEAT dealership in Barcelona.

338

Leads captured

137

Facebook leads

17 days

Acquisition campaign

Digital channels

The Project

Catalunya Motor is the official SEAT dealership in Barcelona, with three sites spread across the city. To mark La Mercè 2018 (Barcelona's main festival), the client decided to run three special sales days to clear 75 units of SEAT stock, brand-new and yet to be registered, at unbeatable prices. On 20, 21 and 22 September only.

The brief was to design and run the digital lead-generation campaign across the 17 days leading up to the event. The work covered media strategy, landing page design, creative production for four channels —including programmatic Display for the first time in the series— and the SMS reminder system for confirmed leads.

Period

September 2018

Acquisition 5–21 · Event 20-22

75 SEAT stock units at unbeatable prices

The flagship model of the campaign. The highest search volume and a standout presence across every channel.

SEAT León

The flagship model of the campaign. The highest search volume and a standout presence across every channel.

SEAT Arona

An urban SUV in high demand in the Barcelona market. Especially sought after by a younger, female audience.

SEAT Ibiza

A benchmark in the small-car segment. Its competitive price made it the most attractive vehicle in the offer.

SEAT Ateca

The largest SUV in the catalogue. It drew the attention of the highest-spending profile, mainly via Google Search.

La Mercè 2018 · SEAT

The campaign's main creative for the three Catalunya Motor dealerships in Barcelona.

Exclusive SEAT offers

A supporting piece on social media and Display focused on stock and availability by point of sale.

The challenge

Filling three dealerships in 3 days with real buyers

Catalunya Motor's special sales days work because the entire sales team, on extended hours, attends solely to buyers who have already confirmed their attendance. The lead had to be someone with genuine interest in buying a SEAT, available on the event dates and willing to visit the dealership.

The challenge was not awareness or web traffic. It was lead quality and volume: enough to fill the diaries of all three sites, yet without overwhelming the call centre tasked with confirming the appointments.

A 3-day window

The event ran only on Thursday, Friday and Saturday. The sales diary had to be full before the doors opened.

75 units to sell

Specific stock, a finite number. The campaign had to generate the volume needed without overshooting or falling short.

Three dealerships

Managing demand across three sites and distributing leads according to each point of sale's availability.

A festive backdrop

La Mercè 2018 created advertising noise. The message had to stand out clearly above the seasonal competition.

Catalunya Motor · Zona Franca

Carrer A, 51 · 08040 Barcelona

Catalunya Motor · Plaza Cerdà

Plaza Cerdà, 140 · Barcelona

Catalunya Motor · Avda. Madrid

Avda. Madrid, 179 · Barcelona

The strategy

Four channels. One shared goal: the confirmed lead.

Channel 01

Google Ads Search

Search campaigns built on high purchase-intent SEAT keywords in Barcelona
Geographic targeting: Barcelona + a 60 km radius
Ads geared towards requesting attendance to the special-day event
Highest-converting profile: men aged 45–54

Channel 02

Google Display + Remarketing

A new channel added compared with earlier campaigns in the series
Animated banners in 4 IAB formats: 300×250, 300×600, 336×280, 728×90
Programmatic buying targeted by potential SEAT-user profile
A remarketing layer over users who visited the landing page without converting

Channel 03

Facebook & Instagram Lead Ads

Native in-platform form: users never leave the app to submit their details
Targeting by age, gender and automotive interests
Users chose their visit day and nearest dealership directly within the form
The dominant channel by volume: 262 of the 338 total leads came from social media

Support

SMS Marketing

A personalised reminder sent the day before to each lead confirmed by the call centre
An attendance nudge to reduce no-shows during the event days
A message with the confirmed date, the adviser's name and the assigned dealership

Results

338 leads in 17 days. Facebook, the dominant channel.

Social media contributed 77.5% of the leads; Google, less volume but higher purchase intent: together they secured volume and quality. Display extended reach to audiences not yet searching, remarketing recovered those who didn't convert, and the SMS sent the day before reduced event no-shows.

Facebook

137 leads · 40.5%

Instagram

125 leads · 37%

Google

76 leads · 22.5%

Total338 leads

Daily evolution (social)

5 Sep21 Sep

Peak: 29 leads on 9 September

77,5%

Leads from social media

22,5%

Leads from Google

Google Search · Detail

2.532

Total clicks

12.174

Impressions

20,8%

CTR best segment

"We managed to fill the diaries of all three sites before the event even began. The leads arrived qualified: the call centre confirmed them quickly and the sales team could focus on closing, not on convincing."

Carlos Sanjosé

Project Manager / CEO · AVI Automoción