Catalunya Motor · SEAT
338 leads in 17 days for the official SEAT dealership in Barcelona.
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.
75 SEAT stock units at unbeatable prices
The flagship model of the campaign. The highest search volume and a standout presence across every channel.
An urban SUV in high demand in the Barcelona market. Especially sought after by a younger, female audience.
A benchmark in the small-car segment. Its competitive price made it the most attractive vehicle in the offer.
The largest SUV in the catalogue. It drew the attention of the highest-spending profile, mainly via Google Search.
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.
Four channels. One shared goal: the confirmed lead.
338 leads in 17 days. Facebook, the dominant channel.
Social media contributed 77.5% of the total lead volume. Google captured fewer but with higher declared purchase intent. Combining both approaches secured both volume and quality.
Two audiences, two intentions, one destination
338 leads in 17 days. The volume needed to fill three dealerships.
Facebook and Instagram generated the highest lead volume thanks to the native form and interest-based targeting. Google Ads, with lower volume, delivered the highest purchase-intent profile: users who were already searching for a SEAT and found the event to be a concrete opportunity.
Adding Google Display as a new channel broadened the reach to audiences who had not yet searched actively, and the subsequent remarketing recovered visitors who had not converted on first contact. The SMS reminder, sent the day before to each confirmed lead, reduced no-shows during the event days.
"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."
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