The Spanish brand's connection to NOS Primavera Sound, as official sponsor, has existed since the 2018 edition. This Festival, born and created in Barcelona, like SEAT, is the stage for big names and receives a very young and diverse audience.
An app to find friends
It is one of the novelties of this year's edition of NOS Primavera Sound. SEAT created “SEAT Lost&Sound”, an app that makes it possible to locate friends via smartphone, using augmented reality. If you want to find a friend, when you open the app, a “sign in the sky” will appear with the shape of the icon he chose, allowing you to find him easily.
Another novelty is a sculpture in kinetic movement, created with the aim of encouraging festival-goers to share the moment on social networks.
SEAT Village. Here there is a party from 2:00 am (and beyond)
SEAT Village, accessible to all festival-goers, is a chill out space. You have free Wi-Fi, you can charge your smartphone, a dedicated drinks bar and from 02:00, a DJ.
At the entrance to the SEAT Village and completely free of charge, you can customize a t-shirt offered by SEAT to your liking with the help of urban artists.
Next to the SEAT stage, five artists are building an urban art mural (AkaCorleone, André da Loba, Bechkam, the duo Draw&Contra and Tamara Alves).
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These are the artists who make up the partnership project SEAT Art Cities Curated by Vhils, through which five new pieces of art will be created in five different places in the country, in a national Urban Art itinerary.
A strong connection to people
When I arrive at SEAT Village to meet Teresa Lameiras, there are no more seats in the dozens of puffs that are scattered throughout the brand's space.
SEAT's space at NOS Primavera Sound has grown and there is a long line at the t-shirt personalization store where true works of art that we can wear are made.
Car Ledger: What is the aftermath of this partnership between SEAT and NOS Primavera Sound, which is now in its 2nd edition?
Teresa Lameiras: We are still halfway through this second edition, but the results of the first year were very good. We managed to have what NOS Primavera Sound brings us: an experience of music, conviviality and contact with urban art.
This year we gave customers the possibility to park their cars inside the Parque da Cidade. We want those who are ours to have some privileges! It is also the first time that the Smart Cities project appears, here at NOS Primavera Sound.
Car Ledger: How is this connection to music transferred to models in commercialization?
Teresa Lameiras: We have a partnership with BeatsAudio that allows us to provide a Beats sound system in our models, which provides an excellent audio experience. Our customers can even connect smartphones to SEAT models and use Spotify to listen to their playlists. While driving, they can have a musical experience.
In addition, we are present at the Festas do Mar in Cascais, the largest free festival in the country, which brings together half a million people in 10 days. We are also at Lisb-On, in Lisbon.
We consistently seek to support festivals, but more than supporting and sponsoring, being part of this experience, having this connection.
Car Ledger: What are the prospects for the future of this connection between SEAT and NOS Primavera Sound?
Teresa Lameiras: The future is bright, but we have to analyze the challenges that lie ahead and the challenges that the brand has. There are often positive projects and terrains that can be conquered, but also the challenge of going to other areas.
I think SEAT will continue to consolidate art and music for longer, because that's where our audience is. It is also here that we, with a range enriched with SUV models, with our product offensive, are winning over customers who value these experiences.
