CUPRA Ateca Peak Performance

Challenge

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.

Results

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