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.