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Together and Lumo’s new Cupra campaign is a 3D billboard first
Together and Lumo have brough to life a 3D motion campaign for Cupra in Auckland.
Automotive brand Cupra is bringing a new dimension to NZ out of home advertising, with Aotearoa’s first-ever 3D motion roadside billboard.
Independent media agency Together planned and delivered the campaign, in partnership with Lumo Digital Outdoor.
Launching across Lumo’s Subtle-enabled digital billboard network in Auckland, the campaign combines anamorphic 3D creative with motion technology. This creates an immersive experience that appears to extend beyond the physical screen. It’s a first for the New Zealand market.
“For a challenger brand like Cupra, standing out is essential,” says Together client principal Georgia McNaught.
“We wanted to create something that genuinely stops people in their tracks while remaining true to the brand’s premium positioning. This partnership with Lumo allowed us to combine innovative media with equally innovative creative.”
Maximum impact
The campaign was planned with Lumo’s proprietary Lens audience intelligence platform. This identifies the makes and models of vehicles travelling past its network in real time. The tech enabled Together to identify billboard locations with a high concentration of premium automotive audiences. Anonymised mobile data from drivers helped refine the planning further. This data meant planners understood how those audiences move throughout Auckland, ensuring the creative appears where it will have maximum impact.
The 3D creative was custom-built for each site. Developed by creative agency In Motion with assistance from Latch Digital, the illusion uses bespoke borders angled to match the natural viewing corridor of each billboard. This creates a three-dimensional effect that complements Cupra’s existing television campaign.
Lumo group business director Ste Buck says the campaign demonstrates how advances in digital out of home are opening new creative possibilities for brands.
“Lumo’s Subtle network has created new ways to utilise DOOH. Cupra’s willingness to challenge convention, plan intelligently and go big has delivered a genuine New Zealand first, creating an innovative, engaging moment that captures audience attention.”
Standing out
For Cupra, the campaign reinforces the brand’s focus on finding differentiated media opportunities that help them outperform larger competitors.
“This wasn’t about using technology for technology’s sake,” says Cupra GM New Zealand Luke Meurant.
“Every element – from the audience planning through to the bespoke creative execution – was designed to deliver on Cupra’s ambition to challenge convention”
The Cupra campaign launches this month across Lumo’s Subtle-enabled digital billboard network in Auckland. Subtle launched in Auckland in February 2026 and expanded to Tauranga and Christchurch at the start of July.
