Cadillac’s new “Dare Greatly” ad campaign is resonating with Generation X and Millennials. But Boomers–those born post WWII up until the late 60’s– seem befuddled by Cadillac’s new war cry. Yet it’s likely that this was intentional.
Ever since Cadillac unleashed its ‘Dare Greatly’ marketing arsenal–print ads, web content, and other marketing materials–during the Oscars broadcast on February 22, purchase consideration has “significantly increased” among the total audience, especially X-ers and Millennials, Cadillac Marketing Chief Uwe Ellinghaus explained to Brandchannel.
“We put some boomers off because they didn’t get it,” said Ellinghaus. “What did Dare Greatly have to do with their Cadillac? Nothing. But the younger and more educated the viewer was, the more they liked what we’ve done and were intrigued and looked up Cadillac and elements of the campaign.”
With the upcoming 2016 Cadillac CT6 and a slew of other products on the horizon, “Dare Greatly” seems to be providing Cadillac with a sturdy launch point. And if the brand continues to resonate with that large swath of buyers, Cadillac President Johan de Nysschen and GM CEO Mary Barra just might find the sales they are hoping for, eventually.
“We achieved the task of intriguing audiences. They really noticed this campaign is different—even different compared with what brands outside automotive are doing. The research said people were thinking, ‘This brand wants to tell me something.’ This is the element of disruption I wanted,” Ellinghaus continued in the interview.
With this in mind, Cadillac’s ‘Dare Greatly’ campaign won’t be going anywhere anytime soon. As for roping in those boomers? It doesn’t appear to be a priority.
Comments
The Boomers are used to Cadillacs being big boats that floated down the highway , had boat loads of chrome and big gas guzziling V-8 engines . That was good or ok back in the day , but things have changed . We now have a boss at the helm that wants to take Cadillac to greater heights . Plus, sell globally . Each generation has their own tastes and the X’ers and Milleniums wouldn’t be caught dead in the old Caddys . They want perfomance and better quality that they seen their parents drive . This is the future for Cadillac and there is a new boss in town that wants to turn things around . And this is Americas Luxury division , its time to get back to being the world greatest and DARE the competition to turn out products that can even come close to what America can do .
OK – so Gen X’ers and millenials are only buying the Escalade – the bloated gas hog of all Caddy gas hogs.
Sounds like a plan: an entire division built around a newer, bigger, inefficient boat that sells for 90k.
Genius.
I was Born in 1958 and I get it and Love the Direction…… 😉
A statistician would say you’re an outlier. I’d say you’re not ready to be a crotchety old man yet.
Boomer get it but they want to be seen in a Benz or BMW because at this point they value that image more.
This will take time and more product to turn them.
It is early in this game
Watch as they build on thi theme and target the younger generations.
“Cadillac’s new “Dare Greatly” ad campaign is resonating with Generation X and Millennials.” ??
Where’s the proof? Campaign broke in January; at last check …
ATS sales were down 31.6% in March, ATS was down 48.6%, and while everyone’s buying SUV/CUVs, XTS is down 17.5% ytd. Escalades are selling, but not at numbers greater than the three aforementioned models.
The “Dare Greatly” campaign wasn’t made to move metal among Gen Y’s and Z’s. It was done to improve Cadillac image among them.
Make Cadillac an object of desire, make it a status symbol, and get that image into the heads of the younger people as soon as possible. Someday those kids with graduate from college and will want the best.
For a campaign that only started in January, I’d say that any intrusion by an automaker (an luxury automaker especially) into the minds of those who largely don’t even have drivers licences is quite an accomplishment.
Fickle Gen Y’s and Z’s may be. But they are tomorrows consumer of luxury products and most don’t have a single preconception of Cadillacs horrible land barge cars from the 60’s through to the 90’s. Because of that period in time, I’d write off the Boomers who wouldn’t consider a Cadillac over their Lexus or BMW; they simply can’t be swayed no matter how good the cars are.
For GM, it’s better to start anew with future luxury buyers than to chase down and try convince the Boomers and X’ers that the cars Cadillac builds today are better than they’ve ever been.
Congratulations you sir get it.
You do not get it [not you Gdaddy] they are build an image that will grow as the program grows and it will target all groups in time. They will target a younger buyer as that is the future.
This is an ego market and image sells more cars than anything else in this class. Lets face it Benz and BMW are far from perfect but get a free pass often on many thing because people want to be see in one and what that image they feels does for them.
An expensive car is like wearing gold, an Armani Suit or a Rolex. It shows others you have attained some success. Some people who are successful are secure in their own image and can do with less but others will buy to enhance what they feel needs enhanced.
Right now Cadillac has lost the image of the first 75 years and now are working to try to earn it back. Better products and marketing that will try to add meaning to what It means to own a Cadillac.
I travel past one of the most exclusive country clubs in the country. Just to pay to play there you have to spend tens of thousands of dollars for the privilege. In the parking lot it is mostly Benz BMW and Audi with a few Cadillac’s here and there and a lot of SUV’s. Lots of business deals are made there on the greens and if you show up in a old rusted out Lumina most people may not take your business deal all that serious as they would if you were driving a better car than theirs.
The truth is Cadillac is working to turn their image in the eyes of anyone who can afford one. It take time and this program is what a month and a half old?
Take a look at the ad for the ATSV on the back of this weeks Autoweek and you will see the most major improvement the photos they use. I have seen much better photos of late as they give the cars a much better look than they have. The A&S is hard to photograph well but they have found someone who can finally do it,
Just look at the press photos of the CT6 as it really does not show the car in the way it looks in person.
Some of you need to stop focusing on this group or that group or stop focusing on a mirror or wreath and look at the big picture here.
On the others who get it just sit back and lets watch how they continue to build on this.
It is a shame some can stand back and take the whole concept in as that is the only way you will get it.
Screw the Boomers. They’re all heading or already are in retirement homes and heading for the glue factory. The Millennials will inherit all the money and we will all be driving Cadillacs. Lol
Mayfair the millennial’s will not inherit the money. Didn’t you read your daddy’s will. It says being of sound mind and body i spent it.
The problem for Cadillac is that a whole lot of wealth is concentrated amongst Boomers while younger generations have been hardest hit by the last almost decade of economic decline.
Unlike the so called Greatest Generation, Boomers are spending so Cadillac may have a real problem with the Dare campaign.
Another problem is that GM garners the least “educated” shoppers in the industry. How this can be changed and how Cadillac can appeal to both demos is yet to be seen.
Just another mediocre ad campaign by Cadillac, which does nothing to attract buyers of ANY generation. Great products, awful sales pitches over the past year or two, in my opinion.
I mute the sound every time the Dare Greatly ad comes on. It is atrocious and rather silly, Cadillac should be more serious. Also, it is poor grammar.
Cadillac needs to start appealing to Gen Y, and Millennials, and what not, to survive long term. But if they don’t also appeal to TODAY’s buyers there isn’t going to be a Cadillac to buy when those kids come of age. The sales figures lookatmenow cites are big trouble for Cadillac if they can’t turn that around in today’s market, not the next generation one.
In spite of all the chatter the CT6 has CURB APPEAL! It is a damn good looking car. It stands out among all the jelly bean looking cars on the road. The problem is its taking forever to get it on the road! It will look real sweet parked in the garage next to my Corvettes. O, by the way I’m a boomer that could well afford any of the German rides but feel I can get equal or better for less $ with Cadillac and I promiss it will stand proud parked along side the high dollar rides.
McLemore’s waxing lyrical about classic Caddys has probably done more to market Cadillacs to millenials than anything the brand itself could do.