An immersive musical show to celebrate the 40th anniversary of the iconic SEAT Ibiza and connect the car with new generations through an innovative proprietary format.
2024 marked the 40th anniversary of the SEAT Ibiza, an icon on Spanish roads that has accompanied generations over four decades. The goal was to celebrate this milestone with a disruptive activation that would build brand culture, strengthen the emotional bond with audiences, bring the model closer to younger generations and help impulse sales. We wanted to enthuse our audience an turn them into brand ambassadors beyond the theatre.
To achieve this, we linked the car with music – that timeless companion on every road journey – bringing together Spanish hits from the last decades in a unique show. Music providing the storyline with the car woven subtly into the narrative.
This gave birth to “SALTA CONMIGO”, the first-ever musical with a car as its protagonist: an innovative branded entertainment format designed to move, surprise, and celebrate the Ibiza’s story from an unexpected angle, closer to popular culture than to traditional automotive marketing.
When the first SEAT Ibiza was launched in 1984 with a built-in cassette player, it was a sensation: it wasn’t just personal mobility, it was the thrill of carrying your own music with you. Suddenly freedom had a soundtrack. 40 years later we wanted to bring that feeling alive by unconditionally linking the car to music.
So, we created a unique and innovative show format to celebrate 40 years of Spanish music with the SEAT Ibiza as our companion. With music providing the storyline and the car woven subtly into the narrative.
We elevated “SALTA CONMIGO” to more than a musical, karaoke, or immersive theatre piece—it became a journey through 40 years of Spanish music, performed live combining fun, nostalgia, & emotion.
An immersive show that forged an emotional connection with the audience and turned brand values into a unique shared experience.
Music as intergenerational glue and the inspiration for generating timeless memories, as it always reminds you how it made you feel.
