CUPRA Master Challenge 2021
Four weeks, a hundred tests, more than 1,000 participants from 43 countries and a fantastic digital challenge. This was the CUPRA Master Challenge 2021, a virtual competition whose outcome revealed this year’s best CUPRA Master in the world.
CUPRA Masters are a key part of the CUPRA brand’s distribution strategy; the only point of contact with customers, these product experts deliver the brand experience to them throughout the entire relationship. The worldwide CUPRA sales network was specifically trained for the launch of the brand’s first 100% electric car, the CUPRA Born. How was this accomplished? Keep reading to find out.
- Engagement with the Tribe. The CUPRA Masters training was not limited to a single event but was a 4-week journey, during which participants were not only trained on the product and electrification: they were also able to share and participate with the rest of the Tribe and the brand, putting their expertise to the test. The goal was “to generate engagement and enhance the CUPRA Masters’ knowledge of the brand and our latest launch, the CUPRA Born, using gamification, personalisation and digitalisation, in order to offer the best experience to customers” explains Khaled Soussi, Head of DND & Customer Experience at CUPRA.
-The title at stake. This is the new way of training in a digital world. A virtual platform was already used last year to prepare the launch of the Formentor, and this year CUPRA went a step further for the Born, not only to ensure full knowledge of the model but also to enhance the feeling of belonging to the Tribe. The first step was a kick-off event on November 4th, where participants were introduced to and discussed the strategy with the president and CUPRA managers. Subsequently, a more personal and gamified study phase began through the Tribe App, with more than 70 multimedia capsules filled with preparation content, and various tests with which the Masters could earn points for the grand finale.
-The CUPRA Master of the year. Finally, the closing event took place on December 2nd, when the CUPRA Masters demonstrated their acquired knowledge and competed online to reveal the best CUPRA Master of the year worldwide. After a thrilling grand finale, Raúl Font, from Spain, won the title of CUPRA Master 2021, successfully completing 12 rounds and 82 questions.
-The importance of connecting with the Tribe. The competition was a huge success, with peaks of up to 1,500 people from 43 different countries simultaneously connecting to the CUPRA Master Convention 2021 to follow the finale. “We believe it’s important to bring all the members of the CUPRA Tribe together, regardless of distance, and this is something that the digital world enables us to do” says Olivia van Dalen, head of the CUPRA Tribe.
-Extending beyond borders. The CUPRA Master Convention 2021 confirms the key role of digitalisation and technology in generating emotions and fits perfectly with CUPRA’s digital native values: ““We want to attract the next generation of customers and to do so we need to speak their language. With these virtual experiences, on which we’ll continue to build next year, we go beyond borders, combining real and virtual worlds. We will create a place where everyone can choose who they want to be, how they want to be and what they want to do” says CUPRA Director of Strategy, Business Development and Operations Antonino Labate.
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