my role: idea.
You know what people see when they are wearing VR goggles, right? Exactly, like you at 6 a.m going to the bathroom in the dark. That’s why CUPRA invented a VR videogame inside the car, to drive while you game and not looking stupid anymore. Just kidding! Sorry. The real thing is Cupra wanted to go beyond the boundaries and created an experience between the real and virtual world. And they did it with Exponential Experience.
This drive-game is a bomb in the future of motorsport so it’s something difficult to explain with words, but better with emotions. And this is what Mireia Corcoles as an art director and me as a copywriter did. (And of course, the C14 team that hired us as freelancers for this project).
First of all, we asked Ansu Fati and Marc Stegen (soccer players) and Reven (streamer and gamer) to test the experience and tell us the feelings. The content was ready.
We launched a teaser reel to generate mystery in CUPRA followers and a few days later each ambassador posted the experience on their profiles.
Because it's better to show Ter Stegen drifting with a pair of VR goggles than to tell the characteristics of this new game, don't you think?
Tell me the ending: Soccer players testing a car and gaming at the same time? Obviously, breaking the likes.
Agency: C14
Art director: Mireia Córcoles.