We launched the new CUPRA Raval in Belgium with a surprise Amber Broos DJ set, and turned one night into weeks of content across CUPRA's channels, her channels and 22 creators.
To launch the new CUPRA Raval in Belgium, we put Amber Broos behind the decks at a secret location with the car right behind her, and built the whole campaign around that one night. Around it we ran CUPRA Belgium's content, 22 creators on Instagram and TikTok, and a light paid layer on the three strongest assets. The account pulled 1.55M views in three weeks, with an engagement rate eight times higher than the posts that came before.
A car launch usually means a spec sheet and a glossy press shot, which is exactly what a younger Belgian audience scrolls past. CUPRA wanted the Raval to land as a cultural moment rather than an ad, and to wake up a Belgian account that was getting seen but barely getting a reaction. So the ask was one event that could carry weeks of content across owned, creator and paid.
We built the launch around an artist with real credibility in the scene, and made Amber part of the campaign instead of just its face, with a collab post, Story shares and comments that kept it alive well beyond the night itself. The content ran as a sequence, from the location reveal to the artist clips and the aftermovie, and only those three got paid support, which together with a collab with CUPRA Global pushed the aftermovie past a million views. For the creators we picked on audience fit over follower count, and it showed, with smaller profiles like Freia Van Lint outpacing accounts several times their size.
