Spanish car manufacturer Seat is staging the ultimate driving challenge, with one objective: to find out once and for all who really are the better drivers. Men or Women. The 'Seat Sex Drive' campaign is a branded entertainment effort in conjunction with the UK TV station FIVE.
The campaign sees Seat inviting Facebook users to challenge their friends to audition for a digital reality show taking place later this year which will pit two gender based driving teams against each other in a series of driving skills tests.
The two teams of four – whittled down from an initial 300 at a filmed audition process (which will also comprise of a series of driving challenges) - will be headed up by two celebrity team captains, presenter and model Emma Willis and self-confessed adrenalin junkie Jack Osbourne.
The team that wins the overall Sex Drive challenge will form part of the official Seat UK team in the 2011 Britcar Championship, which means they will be trained to pass their MSA race licence.
In addition to the main prize there are some major incentives for the runners up. Men will net UEFA Europa League Final tickets and women will receive Shakira concert tickets (a nice tie-in with the singer’s long running sponsorship/endorsement deal with the brand and its Good Stuff campaign).
The campaign certainly can’t be accused of sidestepping its product's core function, with driving at the heart of this promotion. It’s a smart proposition that subtly instills the idea that Seat vehicles are gender neutral, an interesting proposition given the focus on female drivers through the Shakira tour sponsorship.