To celebrate the 40th anniversary of the SEAT Ibiza, the brand decided to move away from traditional formats and create an experience capable of connecting with people through emotion. Rather than focusing communication on the product, Salta Conmigo made music the thread of a celebration open to the public, where the SEAT Ibiza accompanied the memories and songs that have marked different generations.

Experientia created an original brand entertainment format that blended a musical show, participation and immersive experience. Over two hours, the audience travelled through four decades of Spanish music via 58 iconic songs, taking an active part in an experience in which the car became, for the first time, the star of a major show.

With more than 25,000 spectators and every show sold out, Salta Conmigo showed how a brand can build culture and create emotional connection through entertainment. A project that went beyond a launch or an anniversary celebration to become a shared experience with a real impact on the brand's awareness and business.