Brief
Brief
Communication of the launch of CUPRA, a new Spanish automotive brand, on the Polish market and highlighting its image distinctiveness from the SEAT brand from which it originated. CUPRA are cars designed to captivate those seeking elements such as urbanity, sporty performance and predatory design.
Solutions
Passion and independence, alluding to the brand’s DNA, are portrayed through the prism of CUPRA Partners. Actress Aleksandra Poplawska is an artistic soul embodying creativity, while titled ultratriathlete Robert Karas shows perseverance in pursuit of goals.
To emphasise the kraft character of the CUPRA cars, we created an original photo-video project. We invited a Polish photographer and director – Bart Pogoda – who, in his own style, depicted how Aleksandra Popławska and Robert Karas follow their own path every day.
The collected material was used to create mini-video reports and a branded content album. Its design, in line with the brand’s claim #createthepath, was created by David Racchi of the Walk with David design studio. The album was released in an edition that allowed copies to be allocated to key clients and as part of a press pack for priority media. For the first time, the product was presented at a special press event held at the author’s restaurant ‘Opasły Tom’.
Results
Reach in the client’s key media, including lifestyle, accounted for 72% of the reach of all publications. The CUPRA #createthepath project was, among others, reported free of charge in the TVN24 programme ‘Wstajesz i weekend’ along with the positioning of the brand and the car. According to Press Service data, in the year of the campaign, CUPRA stood out against competing brands and was ranked 1st in terms of the effectiveness of PR communication, 1st in terms of the overtones of publications and 1st in terms of the volume of publications in the media. CUPRA’s #createthepath project was a finalist in the 2020 EMEA SABRE Awards.