CUPRA Hero – Interactive product launch secured 2nd place in the Best Crossover Event category, standing out for its interactive digital approach to launching a new model on the market.
The project was also recognised with a special award for creativity, highlighting its original concept and the way it combined gaming and video production into a new format for product launches.
A NEW APPROACH TO PRODUCT LAUNCH
The launch of the CUPRA Formentor was originally planned as a live event, but pandemic-related challenges required a different approach. Instead of a traditional format, the organisers developed a fully digital concept to introduce both the model and the brand to the Serbian market.
The campaign was built around an interactive video hosted on a dedicated microsite, combining elements of gaming and video production. Users could choose between different “heroes” and actively influence the storyline, creating a personalised experience while exploring the car and its features.
The project required extensive production, with multiple video paths filmed to allow real-time user interaction. The results showed strong engagement, with over 40,000 unique users, high reach across the target audience and significant visibility at the Belgrade Car Show. The project demonstrated how digital formats can create awareness and engagement, even in the absence of a physical launch.
Find out more here.