CUPRA is much more than a car brand. It is a lifestyle brand with inclusive and progressive values. It sponsors FC Barcelona, Primavera Sound Festival, and is part of the world of motor racing, fashion and gaming, with its own place in the metaverse. The brief for this campaign was to transmit everything that CUPRA is and stands for in its first major brand campaign. The objective was to give CUPRA a strong brand awareness boost, and connect with its younger audience – Generation Z.

On her acclaimed album Motomami, Rosalía released a song called “Abcdefg” that went viral on TikTok. Travelling from A through to Z, Rosalía shared the concepts that inspired her to create the album. So, celebrating Motomami’s first anniversary and working with Rosalia, we created the CUPRA Alphabet as a brand campaign. We produced a new version of Rosalía’s song “ABCDEFG” using all the words, values, attitudes, car models and lifestyle initiatives that CUPRA promotes.

This was our opportunity to convey the strategy and consistency we had been building for years into a single campaign. We captured and centralized the whole world we had consistently created into a manifesto that brought the product, ambassador and sponsor platforms, values, attributes and vision, all together. And we enhanced it with a language that was fresh, dynamic and young.

We focused on a young communication target, Generation Z. We focused on conveying emotional messages, creating aspiration, desire and engagement rather than functional messages like our competing brands. And we challenged the codes of the category, with a tone closer to the world of music videos and lifestyle.

We created 38 different scenes that linked the visual world of Rosalía with the CUPRA universe. We used many different techniques such as filming, 2D illustration, 3D animation, SGI, VR painting, artificial intelligence and typography, among others. In every scene, there is always a letter of the alphabet; in some cases it is obvious, but in others you have to look for it. But most importantly, all this visual imaginary is accompanied by a soundtrack narrated by Rosalía herself.

The campaign was broadcast through the brand's channels, on an outdoor circuit and on television in more than 40 countries. As if that were not enough, Rosalía also uploaded the campaign to her social networks achieving the greatest repercussion in the brand's history.

With this campaign we generated amazingly positive results. More than 2.8 Billion impacts that increased the brand awareness by over 32%, which was one of the main objectives of the brief. Brand searches alone went up to 24%. We engaged with the young community too. CUPRA opened its own TikTok channel with this campaign and a massive audience uploaded 480.000 TikToks using campaign’s audio, creating an incalculable PR value/brand word-of-mouth among the youngest generations. A result as immense our hero Rosalía.

We managed to place the brand fourth in the prestigious TOP 20 TRENDIEST CAR BRANDS 2023 by Auto Motor Sport (the most influential magazine in the sector), only falling behind BMW, Mercedes and Porsche, and surpassing rival brands with far greater infrastructure and investment, such as Audi or Tesla.