CUPRA #MASK

CUPRA is the youngest brand in the VW portfolio. Its DNA is predatory, dynamic and young.

The client’s brief was to improve brand awareness and increase engagement on platforms such as Facebook and Instagram. The main goal was to attract new audiences while strengthening relationships with existing CUPRA brand enthusiasts. This goal was particularly significant for the CUPRA brand as it aimed to expand its market reach and deepen its connection with a community of current and potential customers.

Project: #MASK

The project consisted of engaging influencers who represented the key characteristics of the CUPRA brand: speed, cultishness, design and originality. This approach aimed to highlight what lies “under the mask” of the brand and create powerful stories that resonate with the target audience.

The CUPRA #MASKA project included five influencers, each representing a different value that aligns with the CUPRA brand. The selection of influencers for the CUPRA #MASKA project involved a careful process that ensured each influencer not only had a significant following, but also truly embodied CUPRA’s core brand values. This careful selection was critical to ensure that each influencer’s personal brand and audience resonated with the specific CUPRA characteristics they represent. The goal was to create authentic and powerful connections between the influencers, their followers and the CUPRA brand.

The result was a series of films and unique photo galleries of CUPRA models and carefully selected influencers.