CUPRA growing twice as fast as the market average.
Media planning
Data
Media planning
Data
Although car sales in the Baltic states grew by 13% in 2023, sales volumes remain below those recorded in 2019. As a young yet strong brand, CUPRA achieved sales growth of 26% in the Baltic states. Data analysis and modelling-driven marketing played its part in this achievement.
Client
CUPRA / K-Auto OY
Sector
Car
Period
2024
Award
TULImust 3rd place
CUPRA's objective was to grow brand awareness and preference, which would be directly reflected in test drive bookings and sales figures. Given the influences affecting the automotive industry in recent years, the intensity of competition, and the high degree of consumer brand loyalty, it was essential that CUPRA be able to achieve results surpassing the market's average growth figures. This would serve as confirmation that the marketing activities had an impact that exceeded the general trends and influencing factors within the industry. As early as 2022, ambitious objectives were set, focused on growing brand awareness by at least one third.
The success of the campaign depended to a considerable extent on test drive bookings, which represent one of the most important metrics in the sale of new automobiles.
26%
Sales growth across the Baltic states, while the sector average was 12% during the same period
2X
Growth in purchase intent across the Baltic states
1,5X
Growth in brand awareness across the Baltic states
The numerical objectives (across the Baltic states) were specific and measurable:
Growth in brand awareness: 30%.
Growth in test drive bookings: 70%.
Sales growth: 20%.
Process
Goals
We commenced with a market analysis, in which we utilised KANTAR Emor data, CUPRA's business data, and the results of previous campaigns in order to gain a deeper understanding of the market landscape. In the course of the analysis, we identified the primary challenge — consumer brand loyalty was strong and the willingness to try a new car brand was relatively low. Our focus was on understanding which factors influence consumers when booking a test drive.
Using historical data and econometric models, we conducted a predictive analysis to assess which channels and advertising placements were likely to deliver the best results. This enabled us to make strategic decisions regarding the optimal allocation of resources. For example, we were able to forecast in which channels and regions the greatest potential for test drive bookings existed.
Throughout the campaign, we did not limit ourselves to preparatory work alone, but continued to analyse data in real time. We made immediate adjustments to the weighting of channels and devices, drawing on local data and shifts in consumer behaviour.
For example, we employed an ad syncing technique, whereby digital advertisements are displayed within the same time window as, for instance, a television advertisement. This increases the likelihood that the same user will encounter the brand's message across multiple channels within a short period of time, even without direct knowledge of who watched the television advertisement. We also made use of post-conversion retargeting, which supported the continued purchase process even after the test drive.
The CUPRA brand as a whole played a significant role in achieving the results. The media campaign's purpose was to communicate this effectively and efficiently. This is illustrated by a KANTAR study, in which consumers highlighted, with regard to CUPRA as a brand, that they valued style, driving pleasure, safety, and personality — which were also the campaign's key messages.
CUPRA's creative solutions were produced by creative agency Salama.
Let's get acquainted & achieve your goals together.
We are here to help businesses that want more. If you are ready for the next step forward — let's do it together.
CUPRA growing twice as fast as the market average.
Media planning
Data
Although car sales in the Baltic states grew by 13% in 2023, sales volumes remain below those recorded in 2019. As a young yet strong brand, CUPRA achieved sales growth of 26% in the Baltic states. Data analysis and modelling-driven marketing played its part in this achievement.
Client
CUPRA Baltics / K-Auto OY
Sector
Car
Period
2024
Award
TULImust 3rd place
CUPRA's objective was to grow brand awareness and preference, which would be directly reflected in test drive bookings and sales figures. Given the influences affecting the automotive industry in recent years, the intensity of competition, and the high degree of consumer brand loyalty, it was essential that CUPRA be able to achieve results surpassing the market's average growth figures. This would serve as confirmation that the marketing activities had an impact that exceeded the general trends and influencing factors within the industry. As early as 2022, ambitious objectives were set, focused on growing brand awareness by at least one third.
The success of the campaign depended to a considerable extent on test drive bookings, which represent one of the most important metrics in the sale of new automobiles.
26%
Sales growth across the Baltic states, while the sector average was 12% during the same period
2X
Growth in purchase intent across the Baltic states
1,5X
Growth in brand awareness across the Baltic states
Goals
The numerical objectives (across the Baltic states) were specific and measurable:
Growth in brand awareness: 30%.
Growth in test drive bookings: 70%.
Sales growth: 20%.
Process
We commenced with a market analysis, in which we utilised KANTAR Emor data, CUPRA's business data, and the results of previous campaigns in order to gain a deeper understanding of the market landscape. In the course of the analysis, we identified the primary challenge — consumer brand loyalty was strong and the willingness to try a new car brand was relatively low. Our focus was on understanding which factors influence consumers when booking a test drive.
Using historical data and econometric models, we conducted a predictive analysis to assess which channels and advertising placements were likely to deliver the best results. This enabled us to make strategic decisions regarding the optimal allocation of resources. For example, we were able to forecast in which channels and regions the greatest potential for test drive bookings existed.
Throughout the campaign, we did not limit ourselves to preparatory work alone, but continued to analyse data in real time. We made immediate adjustments to the weighting of channels and devices, drawing on local data and shifts in consumer behaviour.
For example, we employed an ad syncing technique, whereby digital advertisements are displayed within the same time window as, for instance, a television advertisement. This increases the likelihood that the same user will encounter the brand's message across multiple channels within a short period of time, even without direct knowledge of who watched the television advertisement. We also made use of post-conversion retargeting, which supported the continued purchase process even after the test drive.
The CUPRA brand as a whole played a significant role in achieving the results. The media campaign's purpose was to communicate this effectively and efficiently. This is illustrated by a KANTAR study, in which consumers highlighted, with regard to CUPRA as a brand, that they valued style, driving pleasure, safety, and personality — which were also the campaign's key messages.
CUPRA's creative solutions were produced by creative agency Salama.
Let's get acquainted & achieve your goals together.
We are here to help businesses that want more. If you are ready for the next step forward — let's do it together.