CUPRA x FORZA HORIZON NEXT GEN TEST DRIVE
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, across multiple key markets, allowing them to experience the emotion of CUPRA’s Passion For Performance without the marketing budget or scale to match the established competition.
Virtual and real worlds are fast becoming indistinguishable for our Next Gen Driver audience, with 87% defining themselves as Gamers.
We set out to create the world’s most innovative and exhilarating, next gen test-drive in a unique partnership with Xbox and triple A driving sim Forza Horizon 5 (FH5).
CAMPAIGN
Working with developer Turn10, we turned CUPRA cars into digital, drivable cars with photo-realistic characteristics from the distinctive ‘chameleonic’ livery of the URBANREBEL that adapts as light moves across it; the smart matte finish of the Formentor VZ5; to the light features of the Tavascan spoiler.
Once designed, each car was made available to every FH5 player through custom-built landing experiences featuring detailed specs, 360 viewers and competition incentives across 2 phases. Alongside significant media amplification of bespoke 30” trailers promoted across Xbox inventory, CUPRA & Forza social activation allowed us to broadcast the partnership to the wider gaming audience.
3 ‘CUPRA Impossible Challenges’ maps were also created, working collaboratively with Forza’s top Twitch creator AR12GAMING; appealing directly to gamers’ key motivations to compete and achieve rank, and pitting other Twitch influencers and their fans to put themselves to the test too.
RESULTS
reach
URBANREBEL global FH5
reach in the first 2 months.
1/3 OF PLAYERS
DAYS
of racing in-game
35,000
PURCHASE INTENT
considering a CUPRA after exposure to the campaign
78%