The Unconventional Challenger Brand

CUPRA is the unconventional automotive challenger brand that brings together emotion, electrification and performance. Encapsulating all of those sentiments is the 100% electric CUPRA Born.

Delivering a product launch campaign aimed at corporate decision makers, "Feel the Impulse of the Next Generation" was designed to aid model and brand awareness in the lead-up to the car's launch, whilst also capturing interest, engagement and commitments to order.

CUPRA Born campaign creative CUPRA Born campaign results

The Market Position

Market research revealed that within the corporate market, CUPRA had single-digit awareness and consideration. As a relatively new standalone brand, CUPRA needed to disrupt the established premium automotive brands. Research showed that just under 3 in 10 corporate decision-makers operating within the UK were aware of CUPRA's fleet offering.

CUPRA Born campaign detail

The Solution

We took a digital-first omni-channel approach to reach, nurturing and conversion, enabling us to measure all interactions across prospect and customer journeys. Lead maturity was strengthened through gated content and measurable online and offline interactions. Marketing and sales attribution modelling were delivered through marketing automation that tied directly into the Pardot CRM platform.

CUPRA Born campaign solution

With an original target of securing 10% of the annual sales volume before start of sales, orders totalled over 27% of the full year target, 2.7 times the original objective in the first week of sales. This rose to over 50% within the first 2 months of sales.