The Brief
After Launching in Australia in July 2022, Cupra were looking to create 5x Car Display Stands that could be used in a number of different shopping mall locations across Australia. Each display needed to be easily moveable in and out of these malls across a 3 year period, whilst still maintaining the key and core style details that Cupra were looking to uphold. With designs already completed, it was important that Crowd Culture could establish the right partnerships and draw on existing relationships across Australia to help replicate the designs to a top quality and complete the cutting edge finishes that Cupra were looking for. Through this process we were able to highlight these areas of the briefs and provide Cupra with stands that would highlight their brand style and guidelines.
Cupra Australia,
Car Display Roadshow
2022/2023
Car Display Roadshow
2022/2023
The Process
- With Cupras Car Display Stands being a temporary and moveable stand, it was important that Crowd Culture could create sets that could be easily moved in and out of shopping centres.
- In addition to this, the sets also had to be transportable and able to be moved across Australia to be placed in a number of different shopping mall locations
- With spaces in some locations being larger and smaller than others, it meant that 2 separate sized displays had to be created to ensure that Cupra would be able to be moved around depending on the availability and season within the location.
- Thus, through taking all these key factors into account, we had to establish a roadshow plan with our partners, suppliers and Crowd Culture Team which ensured that we could deliver and provide timelines to ensure that Cupra could get their brand new range of cars in front of Australian Audiences.
- With the displays to run through until the end of 2024, there are still a number of movements to and locations that Cupra will get the chance to display in, however, the last 12 months has already provided a number of movements and success for Cupra.
Heres a quick overview on the first year:
- 3 States have been activated in: VIC SA QLD
- NSW to be activated in 2023
- 5 Different Sets being used,
- A 2 Car Sized Set and a 1 Car Sized Set
- 8 Different Live Activations across Australia
The Results
Overall there was great results had by Cupra in their launch of the brand within Australia. By positioning themselves in some of the busiest and biggest shopping centres, they were able to engage with a number of new customers and enhance their brand recognition throughout Australia. Whilst also offering test drives and viewing of their cars, they were able to gain actualised results and sales and enhance their overall success in launching the brand. Their stands also allowed them to build strong client relationships whilst sourcing their ideal locations for dealerships across Australia. It has been great to see Cupra have such great success throughout Australia.
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