CUPRA Ateca Peak Performance
Challenge
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.
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
Hands-on with the CUPRA Ateca
The CUPRA Ateca: in one lap
HANDS-ON WITH THE CUPRA ATECA
THE CUPRA ATECA: IN ONE LAP
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.
Results





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
Related work
Let's talk

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.
Where to find us:
Bridge house, 69 London Road, Twickenham, TW1 3SP
© Haymarket Media Group 2020. All rights reserved.