After sponsoring and successfully competing in touring car racing for the past decade, SEAT had built a very strong reputation as an exciting ‘sports’ performance brand among a niche audience of motorsport enthusiasts. We needed to find a way to communicate that SEAT cars are exciting to drive to a larger, more mainstream and less male-dominated audience.


We created a branded reality show called SEAT Sex Drive, to discover once and for all whether men or women are better drivers.


The show was fronted by Fifth Gear presenters Vicki Butler-Henderson and Jonny Smith and aired online at Five.TV. Members of the public challenged a friend of the opposite sex on Facebook, for their chance to appear on the show. Four men and four women were selected, with Jack Osbourne and Emma Willis as celebrity team captains, who went head-to-head in a series of entertaining driving challenges in the new SEAT Leon CUPRA R sports hatchback. The show was promoted through Five properties, alongside a print and online media partnership with Now and Nuts Magazine.


We reached an audience of over 1.5 million. The show was viewed by 500,000 and received 5-star ratings with thousands of positive comments on YouTube. We found that a quarter of all 18-34 year-olds in the market for a car were aware of SEAT Sex Drive. Three fifths of our target audience said they were more likely to find out more about SEAT, and the proportion of people 'very likely' to consider SEAT doubled among those who had seen the show.