Brief
Formerly a sub-brand of SEAT, CUPRA had become a standalone performance marquee after over two decades of exhilarating success on the track. With a focus on electrification and sports performance, this ambitious new challenger brand needed to capture the next generation of drivers if it was going to win.
Idea
Without the marketing budget or scale of the established competition, we knew we had to take a different approach. With 87% of our next gen driver audience defining themselves as gamers, we set out to create the world’s most innovative and exhilarating next gen test-drive in a virtual environment.
Execution
We brought our one-of-a-kind test-drive to life through a partnership with Xbox and triple-A driving sim Forza Horizon 5 (FH5). The multi-market gaming integration put three CUPRA vehicles at the very heart of Xbox's most successful ever racing game, allowing a new generation of drivers to get behind the wheel of a Cupra in a performance-driven, racing environment.
