It’s evident Cadillac is reaching for a much younger audience with its “Dare Greatly” campaign. In the latest interview with eMarketer, Cadillac CMO, Uwe Ellinghaus, discussed why the brand has targeted outlets like The Oscars to launch Cadillac’s transformation.
Baby boomers need not apply to Cadillac’s strategy, which Ellinghaus makes clear when discussing industry trends.
We need to reach out to Generation X and Y more—just like every other brand. By 2020, 80% of all new car sales will be made by Generation X and Y. Baby boomers will no longer dominate this market.
The majority of baby boomers are very much interested in football, in motor sports, in golf in particular and in tennis, but Generation X and Y customers are far more interested in entertainment, music, fashion, design and architecture. That means they are far more likely to sit and watch the Oscars than the Super Bowl.
He goes on to state Cadillac’s natural link to Hollywood and entertainment plays well with what the brand is trying to accomplish.
Most importantly, there’s a reason why Cadillac chose much younger innovators in this latest round of “Don’t You Dare,” some as young as 19 years old.
In contrast to last year, we deliberately decided to go to people that dared greatly at a very young age. For me, this is the boldest form of daring greatly.
The protagonists that we ended up with aren’t anywhere near as well-known as last year’s were. They haven’t achieved as much as Steve Wozniak undoubtedly has, but they were already very bold thinkers early on in their life.
We won’t know the entirety of Cadillac’s marketing efforts until the 2016 CT6 and 2017 XT5 launch in the coming months. Then, we will know Daring Greatly transcends to increased brand image, and ultimately, sales.