OUR RESPONSE.

The launch of a new car brand is a rare thing, especially in the fiercely competitive premium and performance sectors. So, any new challenger brand needs to make an impact. Fast.

That was the challenge facing CUPRA. As a new performance-focused offshoot of SEAT, CUPRA quickly needed to differentiate itself from its mainstream parent brand, while also pitching itself against premium rivals with its bold distinctive style and character. 

We knew we’d have to appeal to our readers hearts and minds with a multifaceted campaign that would engage different sectors of our audience in different ways – appealing to younger enthusiasts looking for a hot-hatch with family-friendly SUV practicality, as well as older  drivers who wanted to re-ignite old passions with an SUV that had performance character.

We know the best way to connect with enthusiasts is to act like one: crafting thrilling content that is the next best thing to being in the car yourself. So, we started our campaign by generating excitement and desire with a bold cinematic mood film that boasted breathtaking visuals and headline stats to introduce the CUPRA brand to our audience.

We then delved deeper into the product detail, explaining and putting into context the CUPRA Ateca’s performance credentials in the 1m30s it took to complete a hot-lap of a circuit. Finally, we validated all of this by putting passionate Autocar driving fans and pragmatic What Car? in-market buyers in the hot-seat, using the power of peer-to-peer advocacy from behind the wheel to frame what makes CUPRA special through the lens of ‘people like me’.