Cadillac’s ‘Dare Greatly’ ad campaign was launched with the intention of reshaping the image consumers have of the brand and to create more awareness. The man in charge of it all, Uwe Ellinghaus, thinks marketing towards a particular demographic is just ‘mental masturbation’, as he told The Motley Fool, and says Dare Greatly is instead focused on giving Cadillac a “point of view.”
Ellinghaus said marketing to a certain demographic is “the marketing of the 1980s and 1990s,” and is not the proper way to advertise a luxury car. Instead, you have to keep an “owned point of view,” for your brand talk about what you have to offer, not try to appeal to a certain group.
Cadillac point of view for Dare Greatly is fairly straightforward. The brand has uprooted itself from Detroit and planted a new headquarters in New York City, invested $12 billion on new products, and launched an expensive new ad campaign. They are risking it all in order to be serious players in their respective industry, like those individuals featured in the ‘Dare Greatly’ commercials, and are attempting to appeal to those with entrepreneurial spirit along the way.
“So this entrepreneurial spirit — we are the brand for people who are individualists,” Ellinghaus told The Motely Fool. “Who believe in themselves. Who violate the norm because the norm in luxury is German, let’s face it, and who have the guts to simply go for something else. These are the people that I have in mind for Cadillac, and I am convinced this is as appealing as it is for older people with an entrepreneurial spirit, who are still very alive, as it is for the younger generation.”
This of course only scrapes the surface of what the ‘Dare Greatly’ campaign is attempting to accomplish. For the rest of Uwe’s interview, check out the video below, or read the transcript over on The Motley Fool.
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