Monday, July 15, 2024
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Does defiant advert resonate with motorcycle industry?

A car manufacturer has launched what it claims is a defiant new year advertising campaign whose aims seem applicable to the motorcycle industry, writes Paul Smith.

The campaign by SEAT – “Because them, us” – a “rallying cry to positively defiant consumers that breaks the mould of traditional motoring adverts” – projects a manufacturer which is “making the latest technology and design available to all car buyers and joining those who are shaking up the status quo”.

The idea is to show how the car brand is joining today’s progressive-minded consumers in defying yesterday’s conventions and moving forward.

As a rapidly growing challenger brand in the UK, which is bucking the downturn in the motoring industry, SEAT is conquesting new audiences by making the latest technology and design available to all car buyers and joining those who are shaking up the status quo.

The ‘Because them, us’ campaign has been conceived by Head of Marketing Andy McGregor, who describes it as “a celebration of progressive thinking”. The video can be viewed here.

SEAT UK MD Richard Harrison added: “We already live up to the key messages in this campaign, such as ‘Because they complicate, we simplify’ and ‘Because they look back, we move forward.’

“It’s refreshing to be launching a major marketing campaign focused on our brand values at this time of year, in the midst of all the post-Christmas ‘sales’, and we’re confident it will bring even more like-minded people to our brand in 2019.”

Should motorcycle manufacturers be advertising, and is the SEAT advert a possible template; and should motorcycle manufacturers be innovating more?

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