CUPRA x Parookaville: Music is our message
- 2023
- Parookaville
- Weeze
CUPRA is a global automotive brand that aims to provide thrilling driving experiences by blending cutting-edge technology.
Objective
CUPRA is a global automotive brand that aims to provide thrilling driving experiences by blending cutting-edge technology.
Following the success of its 2022 partnership with one of the world's premier electronic music festivals, CUPRA and Parookaville took their partnership to a new level to strengthen CUPRA's image as a premium lifestyle brand, connecting with the community, and creating high-quality content.
Concept
CUPRA fully immersed themselves in the festival, providing various engaging activities all captured under the 'Music is our message' brand communication platform.
The brand created the "CUPRA Whacky Shack" with Parookaville, featuring daily hologram shows and top DJ sets, while also taking over the exclusive "Platinum Club" VIP area, offering a fresh view of the festival's spectacular stages. Alongside a 6-month digital campaign, CUPRA held a DJ talent contest with Spinnin’ Records, giving fans a shot at performing at the festival. A prime example of 360 brand and festival collaboration.
The results
90%
visitors of the activation loved it
1.2M+
impressions on Instagram
82%
were familiar with the brand
