Why Cadillac’s Experiential Rebirth Activation Worked
Cadillac has been a popular staple in the U.S. luxury car segment for years, but the brand has been forced to develop a new identity, in order to reach a new target market and reveal its new flagship sedan, the CT6.
The new car reveal was the perfect landscape to launch Cadillac’s new brand identity, and there was no better place to do it then during New York’s International Auto Show. Cadillac started out its reveal the night before the opening day of the auto show, inviting journalists and influencers to the Duggal Greenhouse in New York City. The whole experience began as event guests were transported from the Ritz-Carlton Battery Park hotel to the venue location via either ferry (with Cadillac-branded elements) or a Cadillac sedan. This element gave a very premium, prestigious feel to the event and would eventually become the backbone for Cadillac’s new identity.
Once event attendees were at the Duggal Greenhouse, they were ushered into the main room through sets of oversize doors, ultimately leading to a series of panels with a projection mapping imitating the New York skyline, a direct nod to the company’s moving of its global headquarters to the Big Apple. One design element that was explicitly displayed throughout the room was the usage of white; everything from the stage, to the decor, to the car, was white, signifying the rebirth and reinvention of the Cadillac brand.
When all attendees made there way into the main room and were seated, giant LED video screens showed series of 18-second videos highlighting the new CT6 sedan, as well as new colors, patterns, and motifs that highlight the brand’s new identity combining boldness, sophistication, and optimism.
The experiential activation was captured and streamed live using the live video app Meerkat, allowing for those at the event to relive the experience after it was over. The digital takeaway also served as a great way for those who could not make the event have a chance to see what they missed out on, but also see what they can look forward to in the future from the Cadillac brand.
Why Cadillac’s Experiential Rebirth Activation Worked – The Pineapple View:
- Cadillac started BEFORE the car reveal with a prestigious VIP experience by transporting the event attendees from the hotel to the venue either by a Cadillac-themed ferry or an actual Cadillac sedan.
- Cadillac captivated the audience DURING the event by using storytelling and one of the latest experiential trends, projection mapping.
- By capturing the content using Meerkat, Cadillac was able to engage with its audience AFTER the event had taken place, by giving them a digital takeaway that highlighted the event taking place, as well as the new Cadillac brand identity.
Overall, we believe Cadillac did an excellent job introducing its new brand identity by utilizing experiential marketing. By focusing on the BEFORE, DURING, and AFTER, the car company was able to engage with its audience in many ways and ensure that there was an overarching experience and journey, not just a typical new car reveal at the auto show.