UK Auto AOTM: CUPRA

The UK automotive Advertiser of the Month is CUPRA, SEAT’s performance brand. The spin-off saw Ad Awareness scores, which track whether consumers have seen an advertisement for a brand in the prior two weeks, rise from 3.7 to 5.5 between September 26 and October 24 – an uplift of +1.8 over the month, and an improvement of +2.2 over the month before.

CUPRA has been an active presence in marketing and advertising channels over October, with its new Formentor e-hybrid winning positive notices in mainstream and specialist outlets. It also likely benefited from a new ad promoting the vehicle. Entitled “Seven Seconds”, the ad employs a montage of emotional images focused on the psychological idea that it only takes seven seconds to form a good first impression.

https://www.youtube.com/watch?v=lV5q3LINR24

YouGov, alas, does not track brand performance in seven-second increments. But thanks to BrandIndex, we can say that CUPRA’s new spot made an impression on Britons over the four weeks between September 26 and October 24.