The Challenge
CUPRA has always been closely tied to Barcelona. Partnerships with FC Barcelona, Rosalía, and Alexia Putellas helped us build a brand with strong local relevance and global appeal. However, that connection didn’t exist in Madrid. In Spain’s capital, CUPRA’s brand awareness was extremely low, and sales lagged behind both Barcelona and our targets. To grow in Madrid, we needed a new way to connect with local drivers. At the same time, Madrid was undergoing a major shift in mobility. The introduction of Low Emission Zones restricted access to the city center for high-polluting vehicles, resulting in thousands of fines every month. This created a clear opportunity: transform those fines into a compelling reason to switch to CUPRA’s electric vehicles and position electrification as an immediate, relevant solution
The Solution
We turned a pain point into a benefit. We created "Happy Fines" a campaign that transformed traffic fines into direct discounts on CUPRA electric vehicles. Instead of being just a penalty, each fine became an incentive to switch. Rather than relying on traditional media, we met drivers exactly where the problem occurred, inside Low Emission Zones. These restricted areas became active brand touchpoints, reaching drivers at the moment they experienced the issue firsthand. Each fine could be redeemed at CUPRA dealerships as a real discount, seamlessly connecting the frustration of urban restrictions with a tangible, positive interaction with the brand. By reframing fines as an opportunity, we turned an everyday urban problem into a direct, useful, and actionable brand experience, driving both awareness and consideration in a market where we previously lacked relevance.