New automotive advertising formats. The SEAT Mii by Cosmopolitan, branded content aimed at women

Abstract

Car brands understand buying a car is a major expenditure, hence they work hard to create great campaigns to promote their models and raise awareness of their brand values by generating interesting content to facilitate the purchase process for their customers. SEAT, together with Cosmopolitan magazine, redesigned the Mii model using proposals from the magazine’s readers and launched a branded content campaign aimed at women in eight European countries simultaneously, based on the #ThisIsMii concept created by the &Rosás agency. This research analyses the twelve films created by SEAT for this campaign and details the combined use of online actions based on the case-study methodology, incorporating a variety of techniques such as content analysis of these pieces and in-depth interviews and a survey of 300 people aged between 18 and 65 years. The results suggest that SEAT is changing the way the content of the brands is interpreted; it is an outstanding example of a global project between a car brand and a Hearst Group publication to promote the new Mii model and give the target female audience a new perspective on driving.