The South American-themed event for almost 300 guests was held backstage at Shakira’s concert at Wembley Arena on 18 March and formed the latest experiential marketing leverage of Seat’s partnership with the 10-time Grammy Award-winning artiste.
Seat teamed up with Shakira in December to sponsor the three-month tour, which began on 25 January in Hamburg and has taken in more than 10 European countries. The Columbian-born singer helped Seat design a one-off Leon Cupra model as a comapetition prize to raise money for her charity, the Bare Feet Foundation (Fundacion Pies Descalzos). The lilac Leon Pies Descalzos was parked outside Wembley Arena during her UK appearance and literature encouraging concert-goers and party guests to enter the competition by text was distributed on the night. The competition will close on 15 May and the Leon prize car will be presented to its winner at the Barcelona Motor Show in June.
Shakira further appeared on the Spanish car-maker’s stand at the Geneva Motor Show to sign the bonnet of her unique Leon Cupra last month. According to Seat head of UK press Mike Orford, the stunt “practically emptied the rest of the show as huge crowds assembled around the Seat stand”.
He added: “Our sponsorship has had a massive reaction worldwide and it was fantastic to bring dealers and guests to the UK for this celebration at her only UK gig. Wyndham-Leigh truly understands the values of Seat and did an excellent job in organising the logistics, theming and content that made the party a success.”