CUPRA is a young brand that has not yet been completely identified.

The challenge was to increase its awareness to emerge in a context of strong competition in the automotive market.

The purpose of this campaign is to reinforce CUPRA's brand image and make it culturally relevant for the new generation of drivers.

And in order to increase brand awareness, we wanted to bring CUPRA into the entertainment world, in a unique way, through a partnership in E-sport.

To achieve this, we did more than a product placement in a video game franchise. The Brand presented its vision for the future of mobility through the creation of a city (NEO CUPRA) that evolves organically based on the feedback and observations from today’s and tomorrow’s drivers.

The experience really begins when you drive a CUPRA car and discover the 3 districts of NEO CUPRA.

In collaboration with the NADEO / UBISOFT we created NEO CUPRA, a futuristic city that represents the future of mobility and brings together the 12 best new circuits of Trackmania.

NEO CUPRA represents an aggregate of all civilization and presents the city of tomorrow integrating all the issues of the sector.

We have built a completely modeled futuristic city that is as big as Paris.

To target our audience, the next generation of drivers, we decided to integrate the world of video games and more particularly a game like Trackmania, the first car racing game in the world, which allowed us to express the notion of automotive performance specific to CUPRA.

We didn't sponsor a tournament or just do in-game product placement like our competitors, we needed to find a way to speak to players more directly and not just once.

We have created a city a for gamers and offered a new circuit every two weeks to use video games as a new medium to send our message to the next generation of driver.

We have created an entire city (as big as Paris) divided into 3 districts, each with its own environment, to be discovered by playing 12 maps in total from October 2022 to April 2023.

Every two weeks a new circuit was available in the PC game for free for all players.

Each map release was highlighted by a video teaser of it and a presentation trailer preceded the release of each new district on social networks.

We created all the elements that made it possible to build this city and the announcement videos with 3D artists from the Trackmania community in order to involve them in the construction of this project.The design of the 3 districts represent the futuristic vision of the brand on the city of tomorrow through completely different environments.

Beyond the feedback we received from the community, the campaign created an exceptional amount of interest.

The feedback from players has been very good and many positive comments have been posted saying that these maps push the limits of the game and allow a new gaming experience. NEO CUPRA maps are on average played twice as much as classic maps.

The campaign generated more than 70 millions impressions and more than 31 million views on the different platforms on which the operation was broadcasted (Twitch,Youtube, Meta, LinkedIn, Instagram).