To launch the new CUPRA Born, we reinvented the car configurator experience.

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The Impulse Configurator rewarded choices made on instinct over hours spent agonising over every little detail. Users were shown a series of quick, emotive videos and given just five seconds to decide if they liked what they saw or not.

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Using their picks, we built their personalised CUPRA Born, from wheels to colour to extras.

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Engagement soared - the configurator’s conversion rate of 35% saw an upsurge in test drives booked online.

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Connected campaign / digital platform / digital experiences