Ahead of the 18 December La Liga game between FC Barcelona and Real Madrid, new SEAT sub-brand CUPRA paid tribute to the players who competed at the first El Clásico in a commercial that made it broadcast debut before the game.
CUPRA, SEAT’s new brand which became FC Barcelona’s Official Automotive and Mobility Partner last August when it penned a five year partnership, took viewers on a journey back in time back to the first match between both teams in a spot that sought to promote the brand’s key values – passion, ambition and determination.
CUPRA cinematic spot, its first major FCBarca marketing activation, takes fans back more than 100 years in time to the very first match between the two Spanish football giants which was held in a racecourse in 1902.
The creative sets out to blend art and history and to drive home the message that the greatest achievements all start with the conviction of a group of pioneers and also to highlight values such as fair play, sportsmanship, team work and professional respect.
The hero Spanish spot
was supported by an English language version
and additional social media content pieces.
The spot was shot in iconic locations in the city of Madrid – including the Railway Museum and the recently revamped CUPRA Racing Factory – and is narrated by Spanish born German actor Daniel Brühl.
The commercial was broadcast on television not only in Spain, but also across Germany, France, Italy, and Mexico (key CUPRA markets).
The message was also reinforced through a digital campaign in a further five countries – including Austria, Switzerland and the United Kingdom – as well as running across FC Barcelona’s social media.
1902. A few players made the first “El Clásico” possible thanks to their determination to go beyond.
2020. CUPRA, a new story begins.
#CUPRAxBarça— FC Barcelona (@FCBarcelona) December 17, 2019
“Big dreams begin with a few believers. Although football was not a popular sport in 1902, a group of 22 men who cared passionately for the sport gathered in Madrid to play the first Clásico,” said CUPRA CEO Wayne Griffiths.
“Just like this historic match, CUPRA was born of the conviction of a team of people to create a contemporary brand that is specially designed for car lovers”.
Results/Outcomes:
The Spanish language version of the hero spot generated 1,878,953 views on the official CUPRA YouTube channel, plus it notched up a further 2,231,969 views on the brand’s official Instagram.
Comment:
This spot seeks to set out the new brand’s values of passion, ambition and determination by association with the club and sets out the new brand’s ambitions and philosophy.
The creative features CUPRA’s Formentor Concept vehicle – the first model developed specially for the brand and one powered by a high-performance plug-in hybrid engine.
This new vehicle will be made in Martorell and see its market launch next year.
CUPRA and FC Barcelona announced their global partnership last August when the new brand became the club’s Official Automotive and Mobility Partner and a Global Official Partner.
With the objective of boosting the image of the city of Barcelona around the world, plus promoting talent and innovation and creating unique experiences for their worldwide fan community, this is the first of many collaborations to come from both organisations over the next five seasons.
Indeed, the alliance also aims to promote the wider idea of innovation in the mobility sector and the tie-up will sees CUPRA and FC Barcelona develop joint micro-mobility and electro-mobility solutions.
After the launch of its first CUPRA Ateca model, the CUPRA Formentor and the CUPRA Leon will follow in 2020.
Plus, the brand is renovating its competition touring car workshop to create the CUPRA Racing Factory where future race cars will be made.
CUPRA is closing in on its second year in business and thus far has sold a total of 22,800 units in the last 12 months (a 74% rise than in its first year).
Links:
CUPRA
https://www.instagram.com/cupra_official
https://www.youtube.com/channel/UCfsWpI_CXDSs39uVPo5c92Q/featured
https://twitter.com/cupraracing
SEAT
https://www.youtube.com/user/seat
https://twitter.com/SEATOfficial
https://www.instagram.com/seat_official/
https://www.linkedin.com/company/seat-sa/
FC Barcelona
https://twitter.com/fcbarcelona
https://www.facebook.com/fcbarcelona
https://www.youtube.com/user/fcbarcelona
https://www.instagram.com/fcbarcelona/
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