Immersive launch campaign for the Cupra Terramar

The challenge: Unifying the physical and digital experience in a global event

The main challenge was to create two cohesive experiences that would allow users to connect with the Cupra Terramar in a meaningful way, both in person at a specific location and digitally from anywhere in the world. The aim was for the launch to be not just a passive viewing experience, but a memorable interaction.

Ensuring that the digital and physical components worked flawlessly during such a high-profile event as the America’s Cup was crucial. The solution had to be intuitive while also reflecting the technological sophistication and innovative DNA that defines a brand like Cupra through an integrated phygital ecosystem.

Cupra

A Spanish car brand with a rebellious spirit, focused on contemporary design and high sporting performance.

Automotive

Filtro de Instagram con un Cupra Terramar en un cubo

The solution: Augmented reality and 360º filters for a total connection

Events

The strategy was divided into two complementary technological strands. First, we developed a 360º Instagram filter that allowed any user to virtually place the Cupra Terramar on Barcelona’s iconic beach. Using this tool, users could walk around the car and explore its design from their own devices, eliminating geographical limitations.

Secondly, we brought the phygital concept to life on Barceloneta beach. By installing a “secret cube,” visitors could scan a QR code to activate an augmented reality (AR) experience. When they did so, the physical cube was visually transformed into a giant digital fish tank housing a life-size Cupra Terramar, creating a striking and highly viral visual effect.

Cubo de Cupra Terramar en la playa de Barcelona

Seamless integration between the physical installation in Barcelona and digital interaction
Immersive visualisation of the 3D model via Instagram
Transformation of physical elements through QR scanning
High-fidelity modelling to ensure realistic car finishes

Key findings

The project created a highly interactive user experience, making the Cupra brand accessible to physical and digital audiences in a unique way. By offering this phygital touchpoint, we not only expanded the reach of the campaign during the America’s Cup, but also reinforced Cupra’s perception as a leader in modern design and cutting-edge experiences.

The campaign’s success lay in its ability to generate conversation and organic content. The ease of use of the Instagram filter and the “wow effect” of the AR installation on Barceloneta beach allowed the Cupra Terramar to become a visual phenomenon, consolidating the brand’s commitment to technological innovation and unlimited creativity.