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GERMANY – OVAL SETS THE TONE: STAGING THE PARTNERDIALOG 2025 FOR SEAT AND CUPRA
With a fresh concept and a clear focus on making brand values tangible, OVAL won the pitch for the PartnerDialog 2025 of SEAT and CUPRA. The result: a brand-driven B2B event that combines commerce, exchange, and the future.
Düsseldorf, June 12, 2025 – The SEAT | CUPRA PartnerDialog is an annual B2B event hosted by SEAT and CUPRA Germany, inviting their retail partners. The goal is to combine information, motivation, and recognition. With this year’s PartnerDialog at the Showpalast in Munich, SEAT and CUPRA – in collaboration with the creative agency OVAL, which specializes in brand experiences – set a clear example of the power of connection, brand loyalty, appreciation, and future readiness.
From Pitch Win to Central Concept
OVAL prevailed in the pitch for the SEAT | CUPRA PartnerDialog 2025 against several agencies, including the long-time incumbent. The agency developed a comprehensive event concept – from the narrative central idea to location scouting, architectural and technical setup, staging of all program content, content support for the talks, participant management, and complete on-site production. The focus was on creating a corporate experience that made both SEAT and CUPRA tangible and conveyed the spirit of their brand worlds in a sustainable and business-relevant way.
Strong Motto: The Impulse
Around 400 guests, including dealers, VIPs, employees of SEAT and CUPRA Germany, and representatives from the international headquarters, came together in Munich to connect, discover new vehicle models, and celebrate the 2025 Top Dealer Awards. Under the motto The Impulse, the event addressed key future topics – while also serving as an emotional catalyst for the retail network. A highlight was the showcase of future vehicle models, some still under wraps. The event was hosted by TV presenter Amiaz Habtu, known from the show Höhle der Löwen. The Top Dealer Awards ceremony, recognizing the year’s best dealers, was co-hosted for the first time by an AI avatar.
A Visual Statement
The show location itself made a bold visual statement: the Showpalast Munich features Europe’s largest permanently installed LED wall – an impressive setting for an equally impressive brand experience from SEAT and CUPRA, which was highly rated by attendees in a post-event survey.
“The PartnerDialog 2025 impressively demonstrated how strongly our retail partners are connected with the SEAT and CUPRA brands,” said Alexander Buk, Managing Director of SEAT Deutschland GmbH. “Because this connection is based on trust, enthusiasm, and shared goals, it was important to us to create an event with OVAL that not only inspires and motivates, but also makes the future direction of our brands tangible.”
“Brand experiences in a B2B context become truly relevant when even those who work with the brand daily discover a renewed sense of excitement. People make brands – and the best way to bring that to life is through authentic, emotional live experiences,” said Adone Kheirallah, Managing Partner at OVAL. “With PartnerDialog 2025, together with SEAT and CUPRA and all involved partners in true team spirit, we succeeded in creating far more than a typical dealer event: a powerful signal for unity, brand pride, and a shared future in the automotive trade.”
Credits: OVAL.
About OVAL:
OVAL is a creative agency that places the human experience at the center of every campaign. Our passion for what we do is reflected in every detail of our work! We are a large, cheerful team of more than 120 experts, operating from our offices in Amsterdam, Antwerp, Brussels, Düsseldorf, and Paris. We love bringing people and brands together through thoughtful strategies, inspiring creativity, and compelling execution. We love designing brand experiences that create Positive Impact! No matter who we’re speaking to or what we aim to achieve, we create solutions by and for people.
We are particularly strong and experienced in the areas of Employee Experiences, Consumer & Citizen Experiences, and Business Experiences – and we are proud to work with amazing clients such as Cupra, Henkel, got2b, Mercedes, Powerbar, Pattex, Porsche, and Perwoll.
Learn more at: weareoval.de
Press Contact:
KOSCHADE PR
Tanja Koschade
Tel.: +49 (0)89 / 55 06 68 – 50
tanja@koschadepr.de
www.koschadepr.de