CUPRA #6sense

CUPRA #6sense

Launch of the new and almost unknown car brand CUPRA on the Slovak market

Cupra is different. It’s young, bold and fast. It is original and therefore not afraid to present itself as a brand that is looking for an original client. A person who buys a Cupra car chooses their partner. He loves adrenaline, but also comfort and safety. He has an eye for aesthetic detail, he likes to play, but he does not lack discretion, he is predatory and uses his instincts.

Client's task

How to introduce in the online space a new car brand CUPRA, which has zero spontaneous awareness in the market?

How to get the CUPRA brand into people’s awareness when the associations with it are zero so far? Moreover, during the Kovid-19 pandemic and at a time when there are no car shows or events?

In order for people to love a new brand, they must first get to know it and discover its unique qualities. But how do you do that with a brand that people don’t associate with a typical shape, engine sound or feel. How do you get people to have an “appetite” for this car?

Generations Solution

The connection of the unknown with the known, with our nature, with our senses. The CUPRA brand was created by splitting off the SEAT brand and produces its own original vehicles. That’s why the communication also underlines originality: original solutions to establish an original brand. A series of ATL and online activities to launch the brand in the market as quickly as possible.

We have created the concept of #6senses. We approached 5 original Slovak artists and influencers who presented the CUPRA brand according to the areas in which they excel.

Each of them introduced the brand through the area in which it presents itself, an area that also represents 1 of the senses.

  • AIR – Peter Sedláčik (photographer), Žužu Gálová ( photographer)
  • CHUŤ – Michal Konrád (chef)
  • ČUCH – Natália Gápľovská ( perfumer)
  • HMAT – Viera Brunovská (jeweler)
  • SLUCH – Milan Lieskovsky (DJ)
  • 6. SENSE – A ride on the CUPRA Formentor, which the winners – followers of online competitions enjoyed together with influencers

Of all the senses, sight is the one that most defines my being. To capture the beauty of a predatory car like the Cupra Formentor, I decided to use the play between light and dark. I shrouded the car in darkness in a dark garage and by using concentrated light in the form of light tubes, I drew attention to the details that most appealed to me when I looked at the car. Dynamic, original and sophisticated. Hmm, it was a joy to capture these beautiful curves.

Peter Sedláčik

Translate the enjoyment of the car into the taste of the food? Well, I’m really up for the challenge!

Michal Konrád

I went all over Slovakia with Cupra and it was a fascinating time. Cupra fulfilled everything I love about good music. The dynamics, the energy, the explosiveness… I experienced all the emotions of being on stage in front of a sold-out crowd. Moments that are irreplaceable and fulfill my life.

DJ Milan Lieskovsky

The sense of smell is the most connected to our emotions and memories of all the senses. I feel adventure, speed, predation, passion, curiosity, I feel the closeness of distances. What do you feel?

Natália Gápoľovská

The shape is inspired by the curves of the CUPRA, the elegance is accentuated by the black patina on the slightly matt surface. The wolf-shaped key ring is topped with a small diamond in champagne-brown, similar to the colour of the car logo.

Viera Brunovská

The course of the campaign

Influencers showcased their art on their social networks. We also shared the result of this connection with viewers and followers on CUPRA’s website and official social media accounts.

Finally, an original Slovak online spot was created. Its emotion and quality was so convincing that, in addition to the official CUPRA launch communication, it was the only one in Europe to be broadcast on TV.

Campaign results

The project soon gained the attention of the media – TV, press, and its popularity grew into above-the-line communication. We created non-traditional advertisements. We used the radio spot as an invitation to the online environment.

  • Average weekly traffic to the website increased by 38% during the campaign
  • Number of fans on soc. The number of Facebook fans increased by 152%
  • Number of page views on soc. Facebook views increased by 351 %
  • Number of followers on soc. Instagram followers increased by 380%
  • Number of page views on soc. Instagram views increased by 654 %

Most of all, however, we focused the CUPRA brand experience on viewers, followers and potential customers in every possible sense. We have created for them an original Slovak content of the youngest European automotive brand, presented by Slovak artists. We have thus succeeded in launching an exciting CUPRA brand ride across Slovakia.

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