CUPRA: When Every Medium Pulls Its Weight
The Challenge
To maximize the real reach of CUPRA's hybrid range campaign, avoiding television saturation while expanding exposure toward lighter TV viewers through an optimized cross-media strategy.
The Outcome
The campaign reached nearly 100% of the online population, driving 11 points of incremental coverage through non-TV media and delivering a highly balanced frequency distribution across all viewer profiles.
Most campaigns claim to be omnichannel. Few can prove it, channel by channel, impact by impact, audience by audience.
In this case study, FLUZO breaks down CUPRA's Hybrid Range campaign to show exactly how reach was built, which media reached audiences that TV couldn't, and how frequency drove both recall and brand image shifts.
PHD planned and orchestrated a media mix spanning TV, CTV, YouTube, Spotify, Radio, Cinema, Display, Social Media and the dealerships themselves, among others, ensuring each channel played a distinct role and contributed where others couldn't.
FLUZO measured the full picture across every medium and every audience profile.
What's inside the report (PDF):
- Total Reach: How reach was built across the full media mix and which channels added incremental reach beyond TV;
- Frequency Index: Why a Frequency Index of 0.53 — well above the sector average — meant zero saturation despite near-total coverage;
- Low TV Viewers: Which media connected best with Low TV Viewers, and why that changed the shape of the campaign;
- Brand Lift: How frequency drove brand recall, message retention and brand image shifts across the funnel;
Download the full report through the form.