The debut of Cadillac’s Dare Greatly campaign during the 87th annual Oscars broadcast presented the 112-year-old automotive luxury brand in a new way, while providing a sneak peak at the upcoming Cadillac CT6 full-size luxury sedan. The interest and general buzz resulted in some healthy increases in search for the brand and web traffic to its redesigned website.
Cadillac was likely expecting the rise in general interest and associated traffic. But what it probably wasn’t expecting is for its lesser-known American rival, Lincoln, to pull a fast one by attempting to gain some traffic of its own from the Dare Greatly play.
As first reported by Autoblog, typing in “Dare Greatly” into Google shows the following search results:
- A paid Cadillac ad in the first position directing users to www.dare-greatly.com
- A paid Lincoln ad in the second position reading: Dare Greatly – It’s not about making a statement, it’s about doing what you love. The associated URL is displayed as www.lincoln.com/dare+greatly
Google search results for “Dare Greatly” on February 25, 2015
Clicking Lincoln’s paid Google search ad took us to Lincoln’s home page, with no subsequent “Dare Greatly” branding to be found.
The GM Authority Take
Sneaky deaky Lincoln is doing some Daring Greatly of its own.
Comments
This advertisement was a great introduction to a reinvigorated Cadillac future. I only wish the text within the video had been a little brighter so as to more clearly convey the impact of the individuals presented.
If Cadillac has a long road to travel to its destination of once again becoming the standard of the world, Lincoln’s distance to target is from here to Mars. Not that they can’t get there. But Lincoln certainly is not moving an inch toward becoming “the American luxury brand” by piggy-backing on or copy catting Cadillac ads. They should be working on product design, performance and reliability. Putting Ford components in their vehicles and slapping a Lincoln logo on the exterior is not taking a step toward what should be their ultimate goal, an innovative and attention grabbing luxury product line.
So, my wife’s grandmother totaled her Buick, a LaCrosse I think, a few months back. She loved that car, which she had bought brand new. She moved to a used Lincoln MKz mainly because the hybrid got a little better gas mileage. It was a linear move. The styling and interior of the Buick were far better. Lincoln has a ways to go to even catch up with Buick, IMO.
There are those that lead and there are those that follow.
Lincoln, who?!
Oh Lincoln, thanks for confirming your second-tier status. While, I will admit to an admiration of the Town Cars and Continentals of the 80s and 90s during my childhood, even then I always felt that Lincoln was sort of a K-Mart Cadillac. I viewed Chrysler even lesser, more on par with Buick or Mercury, but lately it’s Lincoln that’s more on par with Buick (and I don’t mean that as a slight against Buick). I want Lincoln to succeed, because I like luxury cars, especially American luxury cars, but this isn’t a positive move.
Jealousy is the best form of a compliment.
GM could really use this against them if they really mattered.
It’s suppose to be that “Imitation is the sincerest form of flattery”.
Part of me thinks Cadillac should be flattered by Lincoln’s attempt to curry interest from latest campaign. Unfortunately, I can only see it for what it is; guerilla marketing…and when it’s coming from Lincoln, it’s like getting a compliment from Ralph Wiggam.
I choo choo choose you!
I know what the saying is and I know what the situation is so hence the adjustment.
They did imitate but it is more driven by jealousy as they know they are failing in their task and Ford has failed to support them in the way GM finally has shown up to support Cadillac properly.
I doubt it’s jealousy, probobly just trying to sell cars…
When one is desperate for appreciation and attention, one tries hard to be like the authentically appreciated and naturally noticed.