SEAT's European origin meant marketing communications were standardized globally, but Hungarian audiences were not responding to generic visuals. Despite competent copy and available channels, test-drive signups were low, and remarketing campaigns failed to resonate locally.
‍

As lead graphic designer at Markweb Digital, I owned the visual layer across all Hungarian digital campaigns. I reviewed approved ad texts and creative briefs, then crafted bespoke visual assets for social media posts, animated banners, and eDMs focused on retargeting existing SEAT owners.
I applied global-approved raw photos of SEAT vehicles, retouched and illustrated them to optimize for Hungarian channels. To avoid repetition in visual-heavy campaigns, I developed creative variations, cropping, color overlays, contextual backgrounds while strictly adhering to brand guidelines. This balance ensured compliance and prevented ads from appearing repetitive. Demand often outpaced photo availability for varied campaigns, requiring rapid creative problem-solving to generate fresh visuals adhering to strict corporate style rules yet distinct enough to maintain user interest.

While specific numbers weren’t tracked, internal feedback confirmed that test-drive events were consistently fully booked, indicating strong remarketing performance and audience engagement. This consistent success validated the messaging and visual strategy executed within tight guidelines and resource constraints.

I coordinated with our internal marketing team and SEAT’s central communications to ensure each piece met quality standards and brand consistency. Knowing the strict framework, I’d lobby early on for a broader company photo shoot, secured more original imagery upfront to support long-term visual variety and reduce creative pressure and the chance of failiure for local agencies.