Role: Strategic Planner
Client: CUPRA
Industry: Automotive
Platform: IG, TikTok, Meta, LinkedIn, Youtube
Location: Barcelona
Year: 2023
Context
The CUPRA City Garage is not just a space but an experience urban sanctuary that celebrates CUPRA’s rebellious spirit. By embracing the unexpected and the unconventional, it becomes more than a destination; it’s an ever-evolving journey of discovery and inspiration, constantly redefining the intersection of automotive culture and urban lifestyle.
THE PROBLEM
For decades, car-buying experiences have revolved around conventional showrooms, rows of gleaming cars, glossy brochures, and salespeople in suits; it’s a familiar script. We need to reframe this narrative, communicating that The CUPRA City Garage isn't just about cars, it's an experience hub that invites people to explore the unconventional and rebellious spirit of the brand.
THE INSIGHT
People often feel comfortable doing what others do. This is rooted in a psychological phenomenon known as social proof. Social proof is the idea that individuals look to the behaviour and actions of others to determine their own. When people see others engaging in a particular action or behaviour, it provides a level of comfort and validation. It’s the “if others are doing it, it must be right” mentality.
CREATIVE STRATEGY
The strategy is based on celebrating individuality within the tribe by highlighting how each member of the CUPRA tribe expresses their individuality, even within the context of a group, sharing stories and content that showcase how members experience the brand's ethos in unique and unconventional ways. Flexible and modular spaces represent an activation environment for the brand, offering experiences that are so unique that they can’t be found elsewhere, appealing to the tribe’s desire for exclusivity and non-conformity.
MY CONTRIBUTION
• Brand Positioning Strategy
• Creative Brief & Strategy
• Communication Planning
• Market, Desk Research
• Trend & Cultural Analysis
• Launch Strategy
• Brand Activation Plan
• Channel Strategy
• Guidelines for Markets
• Brand Experience Amplification
