𝐂𝐔𝐏𝐑𝐀 𝐖𝐇𝐎?

CUPRA faces a notable challenge with only 4.1% of Germans familiar with the brand, especially among younger demographics.

Our objective is to amplify CUPRA's presence, particularly among Gen Z, fostering a robust emotional connection beyond mere car sales.

𝐊𝐏𝐈𝐬:

- Increase Sales (new models)

- Elevate brand perception

- Foster an increase in brand image

- Uplift in first choice.

Music enhances Gen Z's receptivity to brands. According to Spotify's "Culture Next Report" post-audio content consumption, 60% of respondents displayed heightened interest in advertising.

Additionally, these young consumers are more open than older generations to formats where they can shape ad-development, such as voting (31% of Gen Z view this positively vs. 25% of Gen Y) or selecting specific options (28% vs. 25%).

The challenge for CUPRA is to authentically engage with Gen Z, tapping into their nuanced preferences and fostering a vibrant community.

𝐓𝐇𝐄 𝐌𝐔𝐒𝐈𝐂 𝐇𝐄𝐑𝐎.

For Gen Z, fun, excitement, and entertainment are essential. They crave experiences that spark joy and offer thrilling moments. This desire for enjoyment is deeply ingrained, with 78% expressing it as a top priority (vs. 67% Gen Y and vs. 55% Gen X).

Our creative and entertaining spark ignited with the vision of 𝐓𝐡𝐞 𝐌𝐮𝐬𝐢𝐜 𝐇𝐞𝐫𝐨 – an avatar designed to transcend conventional labels and embody the diverse spirit of Gen Z.

But here's the twist: instead of crafting this avatar in isolation, we invited the community to co-create it with us.

This wasn't just about designing a character; it was about fostering a sense of 𝐛𝐞𝐥𝐨𝐧𝐠𝐢𝐧𝐠, 𝐜𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧, and 𝐞𝐦𝐩𝐨𝐰𝐞𝐫𝐦𝐞𝐧𝐭. By allowing Gen Z to shape "The Music Hero" according to their identities and values, we ensured authenticity.

Together, we didn't just create an avatar; we forged a symbol of unity and self-expression for an entire generation.

𝐀 𝐒𝐓𝐀𝐑 𝐈𝐒 𝐁𝐎𝐑𝐍.

Our communication strategy would revolve around three key platforms —Twitch, Instagram, and Spotify. These platforms resonate with music and facilitate interaction within the vibrant young community, aligning seamlessly with our approach.

The media strategy would unfold in three distinct phases:

𝐏𝐡𝐚𝐬𝐞 𝟏:

At the CUPRA Community Hub, voting determines the key features of the artist.

Then the Hero will be designed via a live co-creation event on twitch.

𝐏𝐡𝐚𝐬𝐞 𝟐:

Using motion tracking technology, we give the virtual artist the final human touch.

𝐏𝐡𝐚𝐬𝐞 𝟑:

The grand reveal at Parookaville (one of the largest music festivals in Germany/Europe) would feature a live holographic performance of the Music Hero.

AR-filters featuring the Avatar's skin allow users to embody the Hero, sharing their transformations on social media.

This strategy was designed to meet our business objectives and foster meaningful connections with Gen Z.

𝐂𝐎-𝐂𝐑𝐄𝐀𝐓𝐈𝐎𝐍.

To kick off the campaign, we rallied the "CUPRA tribe" across Twitch, Instagram, and newsletters, leading them to the 𝐂𝐔𝐏𝐑𝐀 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐇𝐮𝐛.

Together, users shaped the Music Hero's key features, voting on details like eye color and body shape, and syncing Spotify accounts to personalize the design.

In a groundbreaking 𝐓𝐰𝐢𝐭𝐜𝐡 𝐬𝐪𝐮𝐚𝐝 𝐬𝐭𝐫𝐞𝐚𝐦, four top streamers collaborated with a visual artist, involving over 200,000 participants in real-time. Renowned artist and music producer HUGEL added final touches using advanced 𝐦𝐨𝐭𝐢𝐨𝐧 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠 𝐭𝐞𝐜𝐡𝐧𝐨𝐥𝐨𝐠𝐲.

Throughout, 𝐀𝐑 𝐟𝐢𝐥𝐭𝐞𝐫𝐬 allowed users to embody the Music Hero, sharing their transformed personas on social media. Influencers amplified the Music Hero's presence within their communities.

The climax occurred at Parookaville, where the Music Hero debuted a 𝐥𝐢𝐯𝐞 𝐡𝐨𝐥𝐨𝐠𝐫𝐚𝐩𝐡𝐢𝐜 𝐩𝐞𝐫𝐟𝐨𝐫𝐦𝐚𝐧𝐜𝐞 on the CUPRA Whacky Shack stage, blending virtual and real worlds for fans. This collaborative holographic DJ resonated far beyond the festival, enhancing the campaign's social media reach.

𝐀 𝐍𝐄𝐖 𝐄𝐗𝐏𝐄𝐑𝐈𝐄𝐍𝐂𝐄 𝐘𝐈𝐄𝐋𝐃𝐒 𝐇𝐄𝐑𝐎𝐈𝐂 𝐑𝐄𝐒𝐔𝐋𝐓𝐒

New vehicle 𝐬𝐚𝐥𝐞𝐬 𝐬𝐤𝐲𝐫𝐨𝐜𝐤𝐞𝐭 𝐛𝐲 +𝟑𝟏% vs. pre-campaign.

The Music Hero co-creation process on Twitch drew 215k participants, setting a 𝐧𝐞𝐰 𝐫𝐞𝐜𝐨𝐫𝐝 𝐟𝐨𝐫 𝐬𝐭𝐫𝐞𝐚𝐦𝐞𝐫𝐬 in Germany.

The AR-filter was used 33,000 times, enhancing Music Hero's integration into the CUPRA Tribe.

At the Parookaville world premiere, 15k attendees queued for up to 50 minutes, reminiscent of a popular DJ's following.

The event reached approximately 225,000 attendees at the festival and on social media, with channels yielding 200 million impressions on Instagram and 13 million on Twitch and Spotify.

The campaign substantially improved brand awareness and likability:

• CUPRA experienced a 46% increase in brand perception.

• Brand image and sympathy rose by 4%.

• First choice preference increased by 22%.

These outcomes signify the campaign's remarkable success, driven by creative content and community engagement.