Cadillac is juggling many different areas in its ever-vital goal of expanding its presence, improving its brand image, and growing sales. In understanding full well that youngsters like the Gen Y set and Millennials are
going living online, rather than using more traditional mediums like newspapers, magazines, terrestrial radio, or television, to find information and make decisions, GM’s prestige luxury car brand is set on utilizing the digital space to ramp up its marketing efforts. As part of that very strategy are three new, long-form videos highlighting the 2016 Cadillac CT6, the 2017 Cadillac XT5 and 2016 Cadillac ATS.
Each video portrays its focus vehicle an an urban adventure machine, while showing each protagonist venturing outside city limits, a space normally not associated by the brand. At the same time, the videos eschew the “lifestyle” story to focus on the vehicles themselves.
“People are going to YouTube to search for car content. We felt it was important to tell our vehicle story in a way that would be entertaining, emotional and rich,” Eric Jillard, Cadillac director of brand execution, told Campaign.
The GM Authority Take
We wouldn’t call the videos emotional, but would say that they do an excellent job of highlighting the vehicles and their positive qualities, such as driving dynamics, design/style, high technology, and craftsmanship. The strategy is a marked departure from the approach employed over the last few years, which has focused on the brand and various brand-related emotional attributes — as evidenced in the Dare Greatly campaign.
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