The CUPRA Raval entered the Kings League through culture, community and live reaction.
Instead of a traditional reveal, CUPRA embedded the Raval directly into the energy of the league. Twitch chats, streamer reactions and the Challenger of the Season format turned impact and emotion into something visible through a live Chat Tracker mechanic.
The launch itself started inside the Kings League Twitch stream. A reveal film transitioned seamlessly from the city into the arena, where the Raval suddenly broke into the stadium through a fake AR takeover, crossed the pitch and left BEYOND REBEL behind live on the field.
For BBDO. Team: Sylvain Gerner-Müller, Fabian Erlach, Mehdi Garanoosh, Sebastian Nicu