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The insight “Ask for it in the field” as a competitive advantage

Every great campaign starts with a good reading of the context. Here the insight is clear and finely tuned. Banners are part of soccer’s DNA. They are a language of the stadium. Spontaneous, emotional and deeply visible.

From a strategic reading, this is pure brand fit. The brand does not introduce a foreign code, it is integrated into an existing one. This decision reduces cognitive friction, increases acceptance and accelerates message comprehension. In terms of effectiveness, it is gold.

No need to explain the action. It’s understood in seconds. And when a campaign is understood quickly, it scales better.

From sponsorship to engagement platform

SEAT has been involved in these competitions for years, together with the Royal Spanish Football Federation. Awareness was guaranteed. The challenge was to transform that visibility into measurable engagement.

Ask for it on the field turns sponsorship into a participatory platform. The fan stops being a passive receiver and enters the brand funnel from the experience. There is no aspirational discourse. There is direct action.

The mechanics are simple and that’s why it works. If you carry a banner asking for one of the new models, you enter the draw for a SEAT Ibiza or a SEAT Arona. No intermediate processes.

The stadium as a means of communication

One of the great successes of the campaign is to understand the stadium not only as a stage, but also as a medium. The stands become a medium. Each banner generates impact, each broadcast amplifies the message and each shared image extends the life of the action.

What is relevant is not only how much is seen, but who tells it. The message is not launched by the brand, but by real people in an emotional context. This changes the perception, adds credibility and makes the campaign feel integrated, not imposed.

From the physical space to the digital ecosystem

The campaign generates a natural loop between the physical and digital environments. The action is born in the stands, but it is designed to be seen, photographed and shared. There is no artifice in this transition. It is organic because it responds to a habitual behavior of the public.

This type of integration is key at a time when many campaigns are forcing virality.

Clear creativity and critical execution

There is structure behind it. The creative idea has been developed by the creative agency Catorce, with an easily recognizable and replicable concept. The activation is in the hands of Experientia, responsible for taking the campaign to a complex environment where everything happens live.

Beyond the immediate prize

The car is the hook. The value is elsewhere. In positioning, affinity and recall. The campaign is not just about short-term conversion. It works brand equity and emotional association.

From a branding point of view, SEAT places itself in a close, popular and understandable territory. It does not speak from the brand, it speaks from the context.

A clear lesson for the industry

Ask for it in the field doesn’t pretend to reinvent marketing. It does something more difficult. Fit. Read behavior, use real codes and simplify the experience until it works on its own.

In an ecosystem saturated with activations competing for attention, a clear, well-integrated and experiential campaign says a lot without having to say it all. And if, in addition to raising a banner, you can drive a car out of the stadium, that’s not bad either.