ITV x Cupra - Windscreen of Mystery
The Department, in collaboration with Cupra and ITV, present the ‘Windscreen of Mystery’
Guests will sit inside a parked Cupra to discover the windscreen of mystery, a large array of screens sit in front of the vehicle, which appears to show just white content. Screens surrounding the mystery content work as normal and are visible to passers-by, acting as a call to action:
Step inside a Cupra to see mystery content and win prizes
Only by sitting inside the vehicle will you be able to experience unseen mystery content. This is enabled by an invisible polarised lens which is applied to the windscreen of the car. There were iPads containing questions on what you have witnessed sitting outside the car as a multiple choice quiz. Answer questions on what you’ve seen to win prizes.
Performance Data:
- High-impact experiential activation created in partnership with CUPRA UK and ITV Creative for the launch of ITV Drama sponsorship
- First-of-its-kind polarised-screen installation, allowing hidden video content to be revealed only from inside the CUPRA vehicle
- Thousands of participants engaged across multiple high-footfall London sites during the campaign run
- Strong dwell time and repeat engagement, with visitors participating in the interactive quiz mechanic via iPads to win prizes
- Significant social amplification from ITV, CUPRA and influencer partners, reaching millions of viewers through broadcast mentions, online clips and digital extensions
- Covered by ITV, CUPRA UK, and automotive/lifestyle media, highlighting innovation in mixed-reality brand storytelling
- Creative concept, technical development, production and live delivery by The Department
