The urban side of SEAT
SEAT launched its motosharing service shortly after the announcement of SEAT MÓ. This is SEAT’s sub-brand that aims to boost urban mobility through micro-mobility products and services.
It was competing in a mature market, with several electric scooter options having already been established in Barcelona. However, SEAT MÓ stood out for the performance and design of its fleet.
Challenge
The challenge was to adapt the product’s visual identity to the context and needs of a service without losing the power and clarity of the SEAT brand. In addition, SEAT MÓ entered the market when other motosharing services were already established. This activity prompted a new rebranding in 2023.
We had to be flexible from day one when launching communications, adjusting them as we went based on results. Thanks to the findings of qualitative and quantitative studies carried out periodically, we were able to provide a strategic approach to creative actions.
The solution
Since the beginning of our collaboration, our creative team at Red Vinilo and SEAT’s marketing team communicated through an online project management system. This facilitated an organised workflow along with the quick sharing of information and brief templates of each project on the platform. We have also integrated other shared environments to simplify the validation of creative pieces.
Based on the corporate brand guidelines, we created a design system that allowed us to develop an ecosystem of creative pieces that is flexible and always aligned with the brand.
Our results include attracting new users of the service through advertising campaigns creative content for social networks and increased brand awareness in the city of Barcelona.
We continue to evolve together with the SEAT MÓ team, betting on a change in urban mobility towards more sustainable models in our city.
