Challenging perceptions.
Challenging perceptions.
At the end of 2018 a new automotive brand inspired by design, as well as a rich heritage in performance vehicles and championship racing, launched in the UK. As the comprehensive marketing service for all SEAT Dealer marketing in the UK we were invited to lead the adaptation and redevelopment of SEAT’s new CUPRA brand, its guidelines and corporate identity for the UK market.
Effortless, stylish & unconventional.
Effortless, stylish & unconventional.
This adaptation was key from a legal and financial standing, but we also needed to further develop the brand guidelines, as well as the creation and development of assets and sales materials for the UK audience.
This was done in partnership with SEAT’s Spanish agency C14TORCE. It’s our job to ensure the 120 SEAT franchises deliver the same message for CUPRA both nationally and on a local level.
To do this, we ensure the development, creation, management and delivery of all point of sale, print and digital assets to the Dealer network.
This was done in partnership with SEAT’s Spanish agency C14TORCE. It’s our job to ensure the 120 SEAT franchises deliver the same message for CUPRA both nationally and on a local level.
To do this, we ensure the development, creation, management and delivery of all point of sale, print and digital assets to the Dealer network.
Technology & passion.
Since the release of the first production CUPRA, SEAT has manufactured 15 CUPRA models over the last 20 years. The focus of the CUPRA was to develop a high-end, high-performance vehicle with sporty characteristics, designed to win over the most discerning petrol head.
Racing and performance runs through the DNA of the CUPRA brand.
Dedication & delivery.
Our dedicated team work incredibly closely with SEAT UK and its internal teams, playing a key role in the development and delivery of key campaigns over the last few years. The team has a deep and strategic understanding of the automotive industry and is specifically structured to execute and deliver campaigns and projects such as launching the CUPRA brand with franchises throughout the UK.
A new direction.
CUPRA will forge a new direction for SEAT and CUPRA UK, so as part of that new direction and launch of the new brand our team were tasked with hosting a UK Dealer launch event. At the same time we produced and curated an event focused film designed to create engagement through social channels and its 120 SEAT franchises nationwide. This meant developing everything from customer invitations for the event, data capture and management, audio visual, dressing, food and drink and point of sale, to artistic statement prints resting on easels around the showroom.
CUPRA is designed to be synonymous with performance and the most powerful production cars ever created by SEAT.
Something special.
CUPRA UK wanted their first Dealer event to be a sophisticated and special evening and it doesn’t get more so than an evening of performance cars and canapes. Presentations were delivered by both CUPRA UK and the CUPRA Specialist, before the unveiling of the new CUPRA Ateca which took centre stage throughout the event. This event was designed to give guidance, create assets and deliver insight in to how franchises throughout the UK can deliver their own launch events for the CUPRA launch.
Audience adaptation.
As part of the campaign execution and brand launch the existing brand guidelines were adapted by our creative team for the UK market, finalised in partnership with CUPRA UK and distributed as part of our production team. Launch guides were designed and created to give CUPRA Specialists education and insight into the CUPRA brand, in line with the new brand guidelines.
Execution & delivery.
The team also undertook the creation and production of a variety of point of sale assets including product brochures and event toolkits, which were then distributed to the 120 franchises, the stock levels and replenishments of which were managed internally by our dedicated SEAT team. In summary it was our role to arm the Dealers, drive awareness and positioning of the new brand and ultimately create footfall and conversion for dealerships.