Discover the Cupra Tavascan with Augmented Reality

The challenge: Connecting emotionally with the audience in the digital environment

With the launch of the new, 100 per cent electric Cupra Tavascan SUV, the brand needed to generate excitement and connect directly with its audience before the car became physically available at dealerships. The main challenge was to bridge the physical distance and convey the vehicle’s bold personality, offering users an intimate and memorable experience without them having to travel or change their surroundings.

It was also a priority to capture the attention of a young, digitally native customer base seeking dynamic and immediate interactions. The strategy required transforming the social media user from a mere spectator into an active participant, allowing them to discover the car’s design and details at their own pace in order to spark a genuine desire to buy.

Cupra

A high-performance car brand focused on electrifying design, technological innovation and sustainable mobility.

Automotive

The solution: An immersive and accessible virtual portal on Instagram

Marketing

We have developed an Augmented Reality filter for Instagram that acts as an immersive portal into a virtual 3D showroom. Upon stepping through the digital door, the user places the Cupra Tavascan, on a 1:1 scale, within their own space and can move around it to admire the vehicle’s lines, details and proportions exactly as if they were standing right in front of it.

By hosting the experience directly within Instagram, we removed traditional barriers to entry, such as downloading external apps or using specialised viewers. This approach combined the everyday nature of social media with immersive realism, enabling potential buyers to experience the excitement of an exclusive first encounter from their mobile device.

450k

First impressions formed during the first few weeks

2,5

Average time spent per user on the online portal

Filtro de realidad aumentada de Instagram para presentar el Cupra Tavascan

A visual transition that transports the user from their real-world environment to a virtual exhibition space
A faithful digital replica of the Cupra Tavascan for exploring its proportions and design at full scale
Direct integration with Instagram that does not require third-party apps
Complete freedom of movement so that the user can examine the vehicle from any angle

Key findings

The augmented reality activation turned the digital launch of the Cupra Tavascan into a highly interactive meeting point between the brand and its followers. By bringing the new model into the user’s everyday environment, the brand’s exposure time was significantly increased and consideration of the vehicle in the pre-purchase phase was strengthened.

The ease of access led to a high participation rate and encouraged users to create and share their own content on social media, thereby boosting the campaign’s organic visibility. The project demonstrated the value of immersive technologies in connecting with today’s consumers, transforming product marketing into an unforgettable brand experience.