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.