Cannes Lions
PHD GERMANY, Frankfurt / CUPRA / 2024
Overview
Entries
Credits
Background
๐๐๐๐๐ ๐๐๐?
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.
๐๐๐๐ฌ:
- 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.
Idea
๐๐๐ ๐๐๐๐๐ ๐๐๐๐.
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 ๐๐ก๐ ๐๐ฎ๐ฌ๐ข๐ ๐๐๐ซ๐จ โ 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 ๐๐๐ฅ๐จ๐ง๐ ๐ข๐ง๐ , ๐๐จ๐ฅ๐ฅ๐๐๐จ๐ซ๐๐ญ๐ข๐จ๐ง, and ๐๐ฆ๐ฉ๐จ๐ฐ๐๐ซ๐ฆ๐๐ง๐ญ. 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.
Strategy
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Our communication strategy would revolve around three key platforms โTwitch, 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:
๐๐ก๐๐ฌ๐ ๐:
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.
๐๐ก๐๐ฌ๐ ๐:
Using motion tracking technology, we give the virtual artist the final human touch.
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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.
Execution
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To kick off the campaign, we rallied the "CUPRA tribe" across Twitch, Instagram, and newsletters, leading them to the ๐๐๐๐๐ ๐๐จ๐ฆ๐ฆ๐ฎ๐ง๐ข๐ญ๐ฒ ๐๐ฎ๐.
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 ๐๐ฐ๐ข๐ญ๐๐ก ๐ฌ๐ช๐ฎ๐๐ ๐ฌ๐ญ๐ซ๐๐๐ฆ, 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 ๐ฆ๐จ๐ญ๐ข๐จ๐ง ๐ญ๐ซ๐๐๐ค๐ข๐ง๐ ๐ญ๐๐๐ก๐ง๐จ๐ฅ๐จ๐ ๐ฒ.
Throughout, ๐๐ ๐๐ข๐ฅ๐ญ๐๐ซ๐ฌ 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 ๐ฅ๐ข๐ฏ๐ ๐ก๐จ๐ฅ๐จ๐ ๐ซ๐๐ฉ๐ก๐ข๐ ๐ฉ๐๐ซ๐๐จ๐ซ๐ฆ๐๐ง๐๐ 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.
Outcome
๐ ๐๐๐ ๐๐๐๐๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐๐ ๐๐๐๐๐๐๐
New vehicle ๐ฌ๐๐ฅ๐๐ฌ ๐ฌ๐ค๐ฒ๐ซ๐จ๐๐ค๐๐ญ ๐๐ฒ +๐๐% vs. pre-campaign.
The Music Hero co-creation process on Twitch drew 215k participants, setting a ๐ง๐๐ฐ ๐ซ๐๐๐จ๐ซ๐ ๐๐จ๐ซ ๐ฌ๐ญ๐ซ๐๐๐ฆ๐๐ซ๐ฌ 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:
โข CUPRA experienced a 46% increase in brand perception.
โข Brand image and sympathy rose by 4%.
โข First choice preference increased by 22%.
These outcomes signify the campaign's remarkable success, driven by creative content and community engagement.
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