// Our Mission
Every year, CUPRA trains and rewards their employees at their annual convention. In 2020 and 2021, they wanted to provide an unconventional experience to them.
Our mission? To go beyond the ordinary and create a unique training program for CUPRA Masters, brand marketeers and salespeople—wherever they might be in the world—and revolutionise social engagement in the automotive industry, where technology can drive real experiences at a global scale.
// WHAT WE DELIVERED
Training a Global Sales Network with an Immersive Learning Experience
For the launch of their first 100% electric car, CUPRA aimed to train their global sales network with an immersive experience. Focusing on CUPRA Masters, who are key to their distribution strategy as the main customer contact, the program covered all aspects of the new CUPRA Born.
Over four weeks, participants engaged in interactive product and electrification training, ending with a live virtual competition to crown the best CUPRA Master of 2021.
// Anatomy of Our Deliverables
CUPRA Master Convention Key Highlights
Virtual XR Production
The program launched with an opening event where CUPRA board members presented their strategic speeches to the audience. This unique virtual production combined mixed reality and social interactions, bringing the brand closer to its employees.
Gamified Training App
To ensure thorough knowledge of the brand and its newest product, and to boost employees' sense of belonging, we created the CUPRA Tribe app. Designed for CUPRA Masters, this mobile app featured over 70 multimedia capsules and tests, helping users earn points for the virtual competition.
Augmented Reality Feature
Employees also had access to exclusive AR content, which allowed them to explore the brand’s range of models in depth and interact with them. This feature provided a more engaging and detailed understanding of the vehicles, enhancing their overall training experience.
Realtime Participation
A unique experience where employees didn’t just watch; they actively participated in an epic live battle against all CUPRA Masters worldwide. This event allowed them to demonstrate their acquired knowledge and skills to vie for the title of the best CUPRA Master of the year.
// WHAT WE ACHIEVED
CUPRA Master Convention DREW 1,500 Attendees from 43 Countries
The convention was a resounding success, with 1,500 attendees from 43 countries connecting simultaneously for the final event to deepen their brand knowledge.
Overall, the CUPRA Master Convention exemplified the future of virtual corporate events in the Metaverse era—a pioneering blend of keynotes, gaming, and entertainment that merges the real and virtual realms in new ways.
