Role: Strategic Planner
Client: CUPRA
Industry: Automotive
Platform: IG, Meta, TikTok, LinkedIn, YouTube
Location: Barcelona
Year: 2022
CONTEXT
In a world increasingly driven by sustainability and environmental consciousness, the shift towards electric vehicles has become a cultural imperative. Consumers are now more aware of their carbon footprint and seek eco-friendly alternatives that align with their values. The rise of green technology reflects a broader societal trend towards innovation and responsibility. This cultural shift presents an opportunity to engage with a new generation of drivers who prioritize sustainability without compromising style and performance.
In a world increasingly driven by sustainability and environmental consciousness, the shift towards electric vehicles has become a cultural imperative. Consumers are now more aware of their carbon footprint and seek eco-friendly alternatives that align with their values. The rise of green technology reflects a broader societal trend towards innovation and responsibility. This cultural shift presents an opportunity to engage with a new generation of drivers who prioritize sustainability without compromising style and performance.
The PROBLEM
Despite the growing awareness and interest in sustainability, there remains a significant barrier to the widespread adoption of electric vehicles: lingering misconceptions about their performance, reliability, and overall driving experience. Many potential consumers still associate electric cars with limited range, lacklustre power, and inconvenient charging infrastructure. To successfully launch the communication campaign, we must overcome these misconceptions and demonstrate that an electric vehicle can offer both high performance and convenience, convincing sceptical drivers that the future of mobility is not just sustainable, but also thrilling and reliable.
The Insight
The butterfly effect is a concept in chaos theory that suggests small changes can have significant and far-reaching consequences. It illustrates how seemingly insignificant actions can lead to major shifts in complex systems. In the automotive industry context, the shift towards electrification can be seen as a series of small but significant flutters setting off a transformative storm across the globe.
Creative strategy
Through powerful narratives, unconventional campaigns, brand ambassador partnerships, and innovative brand activations CUPRA will immerse its tribe in a ground-breaking revolution that indicates the dawn of a new era for the automotive industry. Welcome to a world where high performance and sustainability coexist. Engage in thrilling journeys that embody the speed and passion of CUPRA's way to revolutionise driving in the electrification era.
*Confidential work
MY CONTRIBUTION
• Brand Positioning Strategy
• Qualitative / Market Research
• Trend Forecasting
• Cultural Strategy
• Communication Planning
• Creative Briefing & Strategy
• Insights Development
• Future Scenario Planning
• Brand Ideation & Thought Starters
• Brand Territories Definition
