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The communication plan was based on highlighting the values of SEAT: young, sporty design and build the confidence of dealers.
Attendees were divided into two groups for two different nights: on the first evening 2,500 guests were attended, SEAT managers and international licensees, while the second night was devoted to 1,800 SEAT club members. It marked the difference in the nature of events: the first gala was a more commercial and the second one had a more playful tone.
The challenge was to design and create a space to help achieve the objectives of the brand. Dicom was responsible for the transformation of the venue, the Gran Via 2 Fira Barcelona, in a suitable space to transmit this message.
The event involved the mobilization of 200 people just for the installation, not counting more than 200 other participants for catering, etc.
