THE BIGGEST FREEDOM.IS TO BE YOURSELF
Mission:
The task was to present CUPRA as a brand that champions the freedom of identity. The mission was to convey the feeling that driving a CUPRA is more than just mobility – it’s a statement that inspires drivers to be themselves and live out their personal freedom.
Implementation:
The festival team transformed the façade of the CUPRA City Garage ‘am Tacheles’ into an impressive light installation that expressed the brand’s core values in powerful visual statements. With the messages ‘LOVE WHO YOU WANT’, ‘CELEBRATE YOUR LOOK’ and ‘SHOW YOUR EMOTION’, personal freedom and individuality were emphasised as core values of CUPRA and the driving experience was staged as an expression of one’s own personality.
Visitors also had the opportunity to experience the CUPRA Tavascan at night along the illuminated festival highlights. The test drives, which started at the CUPRA City Garage, emphasised the message that the driving experience at CUPRA is an expression of one’s own identity – and made the brand tangible in a unique way.
Success:
The CUPRA installation at the Festival of Lights was very well received. The spectacular light installation at the CUPRA City Garage ‘am Tacheles’ attracted numerous visitors who were able to identify with the messages of personal freedom and individuality. The creative presentation of the brand values ensured a strong emotional connection and reinforced CUPRA’s image as a brand for courage and authenticity.
The campaign’s reach was further strengthened by the high social media presence and the numerous test drives in the CUPRA Tavascan. The positive response from visitors and the interactions on digital platforms emphasised the success of the campaign and the lasting impact of the brand as a companion for people who want to live their own identity.