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CUPRA Ateca Peak Performance

Challenge

CUPRA (a sporty premium offshoot of SEAT) was keen to raise awareness of its new brand  – and differentiate itself from its rivals – by firmly establishing its premium performance values in the minds of in-market enthusiasts looking for a car that blends hot-hatch performance with space and practicality.

Challenge

CUPRA (a sporty premium offshoot of SEAT) was keen to raise awareness of its new brand  – and differentiate itself from its rivals – by firmly establishing its premium performance values in the minds of in-market enthusiasts looking for a car that blends hot-hatch performance with space and practicality.

Idea

To establish CUPRA’s arrival in the performance SUV space, we knew we’d have to engage our readers hearts and minds – using a multi-tiered approach that would appeal to passion and pragmatism.

First, we generated excitement and desire with a bold cinematic mood film that boasted breath-taking visuals and headline stats.

Then, we delved deeper into product detail by explaining CUPRA’s performance credentials with a fast-paced narrative linked to the time it took to complete a hot lap of a race circuit.

Finally, we validated it all by putting real Autocar and What Car? readers in the hot-seat to get genuine peer-to-peer impressions that would resonate with our wider audience.

Idea

To establish CUPRA’s arrival in the performance SUV space, we knew we’d have to engage our readers hearts and minds – using a multi-tiered approach that would appeal to passion and pragmatism.

First, we generated excitement and desire with a bold cinematic mood film that boasted breath-taking visuals and headline stats. Then, we delved deeper into product detail by explaining CUPRA’s performance credentials with a fast-paced narrative linked to the time it took to complete a hot lap of a race circuit.

Finally, we validated it all by putting real Autocar and What Car? readers in the hot-seat to get genuine peer-to-peer impressions that would resonate with our wider audience.

CUPRA Ateca: the peak of performance

In order to really experience the style and drama of the first performance SUV from CUPRA, you have to head to the Scottish Highlands. With majestically twisting mountain roads that arc and soar their way into the sky, there’s no better backdrop – and no tougher test of power, acceleration and grip. 

Hands-on with the CUPRA Ateca

Ever since the CUPRA Ateca was revealed, there has been considerable buzz about this intriguing new brand and its first performance SUV. With former rally driver turned rallycross commentator Andrew Coley on hand to help our readers push the limits, they had the chance to learn what the CUPRA Ateca can really do.

The CUPRA Ateca: in one lap

What is the story of the technology that underpins the CUPRA Ateca’s stunning performance? We gave former rally driver Andrew Coley the keys and an empty Anglesey circuit on which to show us. But, with a lot to say, and just one hot lap in which to say it, he knew he’d have to talk fast…

HANDS-ON WITH THE CUPRA ATECA

Ever since the CUPRA Ateca was revealed, there has been considerable buzz about this intriguing new brand and its first performance SUV. With former rally driver turned rallycross commentator Andrew Coley on hand to help our readers push the limits, they had the chance to learn what the CUPRA Ateca can really do.

THE CUPRA ATECA: IN ONE LAP

What is the story of the technology that underpins the CUPRA Ateca’s stunning performance? We gave former rally driver Andrew Coley the keys and an empty Anglesey circuit on which to show us. But, with a lot to say, and just one hot lap in which to say it, he knew he’d have to talk fast…

Results

Our CUPRA campaign attracted 148,000 video views (+64% on our KPIs) with 67% retention.

In post-campaign research, recall almost doubled with those who saw the content – with a 57% increase in consideration, and a 63% increase in recommendation.

Around 49% of readers surveyed said they took some form of action – whether visiting the CUPRA website or contacting a dealer.

Results

Our campaign attracted 148,000 video views (+64% on our KPIs) with 67% retention.  In post-campaign research, recall almost doubled with those who saw the content – with a 57% increase in consideration, and a 63% increase in recommendation. Around 49% of readers surveyed said they took some form of action – whether visiting the CUPRA website or contacting a dealer.

Output

3x long-form videos
3x short-form cutdowns
1x reader event
4x promoted native stories
6x rich-media ads
6x standard display ads
6x social posts
3x Instagram Story
6x newsletter posts

Output

3x long-form videos
3x short-form cutdowns
1x reader event
4x promoted native stories
6x rich-media ads
6x standard display ads
6x social posts
3x Instagram Story
6x newsletter posts

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Haymarket Automotive Studio is the in-house creative agency for Haymarket Automotive.
We work closely with our clients to craft and deliver native content campaigns that are specifically tailored to engage our audiences of in-market car buyers and passionate enthusiasts – and precision-targeted to deliver impressive results.

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