- Client: SEAT
- Date: May and June of 2017/2018
- Claim: Created in Barcelona
- Brand Activations
- Urban Art
- Influencers Program
Brief / Objective
SEAT is a strategic sponsor of Primavera Sound since 2017. For SEAT, being a strategic partner of Primavera Sound goes beyond simply sponsoring the festival. They want to create experiences, feelings and emotions for music lovers and the people of Barcelona.
Development / Planning
This new agreement goes beyond a sponsorship of the festival, aims to help Primavera Sound grow internationally as a music brand, while boosting the credibility of SEAT in the music scene.
This growth will come through the new activities related to the Primavera Sound that will take place in international locations that adjust to the needs of SEAT (United Kingdom, Germany, Mexico, etc.), as well as with the diversification in new media territories of communication, based on editorial content such as the launch of Radio Primavera Sound.
As for the Primavera Sound festival, the key to success last year was the fact that SEAT was the only international sponsor, therefore, the only brand that creates content beyond Spain. In addition to being the only brand that uses the link with the city of Barcelona as an angle of content. The interest of the festival has grown especially due to the popularity and interest of the city, it has helped us to achieve a brand association for the festival. These two factors should continue in 2018.