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CUPRA sets up with Double 2 a wow! event on the roofs of Paris

CUPRA sets up with Double 2 a wow! event on the roofs of Paris

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Por Eric Mottard The car company made a wow! impact with The Rooftop Driving Experience, together with the French agency Double 2: the first ephemeral speed circuit on the rooftops of Paris, where an exceptional racing experience was set up. “The CUPRA model is inspired by the circuits but made for the city,” says the agency, so it was all about reinterpreting sportsmanship and offer something new and different, in an urban environment.

Double 2 imagined and produced an event duly completed with a powerful online and media presence for the launch of the car, designing the first speed circuit built on a roof 27 meters above the ground. On September 25, 26 and 27, guests could enjoy an immersive experience with a panoramic view of the French capital. The ingredients:

  • 1 opening night with 300 people (press, influencers and personalities) with the presence of the brand ambassador pilots, Mattias Ekström (FIA Rallyecross World Champion), Aurélien Panis and Paul-Loup Chatin
  • 2 days of tests with professional drivers (for dealers, prospects, employees, general public with the winners of a previously organized contest)
  • Live broadcast of the event on channel TF1 with a 60 second spot
  • 1 viral video to extend the experience, broadcast on social networks. The viral content was produced by DETROIT, the social agency integrated to Double 2.

This ephemeral journey was a technical challenge, having to set up an elevated curve, 4m high and weighing 14 tons, installed on a 3500m2 roof.

In addition to the CUPRA Ateca, two concept cars were exhibited (the CUPRA Formentor and the CUPRA Tavascan, a 100% electric model), as well as the world’s first 100% electric race car according to the brand, the CUPRA e-Racer.

Impact? More than 1,000 car tests and a considerable audience reached: 50 influencers, youtubers and personalities totaling 2.5 million followers, 50 journalists from the auto / generalist / lifestyle / communication press and 3.8 million viewers in television broadcasting.

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