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CUPRA X FORZA HORIZON 5

BRIEF

IDEA

Formerly a sub-brand of SEAT, CUPRA became a standalone performance marque after over two decades of exhilarating success on the track. With a focus on electrification and sports performance, our brief was to introduce this ambitious new challenger brand to the next generation of drivers. 

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.

CAMPAIGN

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 CUPRA at the very heart of Forza Horizon 5, Xbox’s most successful ever racing game, allowing us to reach new audiences and position CUPRA as a
top-tier, performance-driven racing brand.

RESULTS

Views

CUPRA VEHICLE INTEGRATION

3X

views

MEDIA TEST-DRIVE ROI

530:1

DOWNLOADS

CAR DOWNLOADS IN GAME

6.6M