This September 18th the most ambitious SEAT model was launched to the media in an event that met the highest expectations: A massive set-up in a former bull-ring, in Tarragona, the city from which the car takes its Roman name.
After many months awaiting the new logo for Martorell, spurred by the great interest arisen after the public contest #SEATbuscanombre, SEAT Tarraco landed at last at Tarragona, the city that originates the car’s name. This new model, representing a new market segment for SEAT, is the most ambitious generation of car in the last years of the Spanish automotive history, and completes the saga of SUV cars, after Ateca and Arona. In this special context, Parafina Comunicación & beon. Worldwide worked together to execute a world premiere that featured an outstanding staging and reveal.
Hosted at Tarraco Arena Plaça (TAP), a large hall and former bullring, the massive set-up covered the whole circular area with two big screens of 27×9 meters that divided the arena in two spacious areas. Guests arrived first to the Cocktail zone, with decor and furniture inspired by the corporate colors of SEAT, and combining the brand freshness, Mediterranean youth spirit, with the sophistication and elegance associated to the target audience of the new SEAT Tarraco.
Large posters, printed canvas, and neon structures advanced the campaign concepts that will boost the new model in upcoming months. From the initial approaches, both agencies have wanted to align themselves with the campaign’s master lines, and reflect this not only in a physical space, but also in a graphic image for the event, inspired by vintage signage, and the aesthetics that represents the set-up design scheme.
After the Welcome Cocktail, a video on the big screen triggered attendees’ attention, starting after the opening of two gates located under it, where attendees have accessed to the Reveal Zone. Once there, all them were invited to personalized seating area to contemplate the large dimensions of the assembly. Behind the amazing screen, two ramps representing the double nature of the new SEAT Tarraco: an urban, concrete side and off-road one, inspired by natural landscapes.
After the intro that Luca de Meo, SEAT President and Matthias Rabe, R&D Vice-President delivered in the middle of the stage, the awaited moment of the reveal finally came. Parafina & beon. conceived the occasion as a dynamic presentation that maximized both the venue shape and its dimensions. The original set-up already gave some clue of the presentation, and the climax took place in the carefully planned WOW moment: the first images of the new Tarraco on the screen that became real when the first car descended the ramp at maximum speed. With the lights off, the music and the images on the screen accompanied the hypnotic movement of the two SEAT Tarraco that disappeared in the tunnels, appeared again on stage to ascend the ramps, and ended aligned in front of the audience in full music climax. Just in that moments, lights went on, and finally all the international media were introduced to the new SEAT Tarraco.
The reveal continued with the presentation, in the presence of the car, getting into all the details of the new model. Once it ended, guests went down to have a closer look at the car and take some pictures. On the other side, the Cocktail zone welcomed again the attendees displaying the SEAT Tarraco so they could interact with the new models up to the end of the event. Once it was over, the setting was used for two more days to present the new SEAT Tarraco to the guests of Residual Value and the dealer network of SEAT Spain.
Nearly 1,000 attendees were able to enjoy this dynamic reveal thanks to a stage design that allowed the new model to cover 150 meters during their presentation.