Cadillac Shares Details About ‘Dare Greatly’ Campaign Relaunch During 2016 Oscars15
Last month, we told you that Cadillac is planning a second round of its Dare Greatly marketing campaign during the 2016 Oscars. Now, GM’s prestige luxury brand has shared a few more details about the effort.
In a recent newsletter, Cadillac wrote that it will “be making a scene” during the 88th Oscars, while adding the following:
Cadillac will shine a light on its most daring lineup yet during this year’s Oscars ceremony. Watch for an unmistakable appearance by the first-ever CT6 Sedan — a compelling display of design and innovation. You will also experience our latest iteration of V-Series performance, the 2016 ATS-V Coupe, along with the first-ever Cadillac XT5 crossover.
This means that besides the CT6 and XT5, the brand will also highlight the ATS-V Coupe. This latter part has not been reported previously. The ads for the CT6 and XT5 will likely serve as launch spots for the full-size sedan and midsize crossover, respectively.
The 88th Oscars is set to take place on February 28th 7 p.m. EST/ 4 p.m. PST, and air on ABC.
To note, Cadillac originally launched the Dare Greatly campaign during the 2015 Oscars with two TV ads and several online-exclusive videos starring various prominent and inspirational personalities. Since then, however, the campaign has gone radio silent. As such, it’s nice to see it come back to life, and hopefully this time around, it will evolve more rapidly than once every ear.
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Admittedly I do not like the ‘Dare Greatly’ tagline but if Cadillac wants it to resonate with the public they have to do a better and more consistent job of getting the message out there.
They seem to have let the message die on the vine a little.
Well it has been a difficult year to really push much on the new tag line.
We have just seen the XT5 and CT6 and both have yet to hit the dealers. You really don’t want to focus the new tag line much on the old cars as both will change soon.
You want the tag line only to reflect the new product not associate the old. As new models are added and the old are changed this this will speed up. We will see the CT4-5 come to replace the CTS and ATS and both will join in after the slow down of new product.
The fact is it takes time to change product. Even with the two new products Johann has had limited impact as they were both done before he got here. So on these he should garner little credit and no blame for their results.
Now from here on out each product will be of his own branding and he will be responsible for each and every new model.
When comapnies like Cadillac change it is not overnight. We have had as many division leaders as Cleveland Browns have had coaches and as with each coach we had different visions of what Cadillac was to be come. As with Hugh Jackson today Cleveland finally has a outsider that has been a established head coach at one time. Same now for Cadillac so we need to see how this works out.
I understand the product hiatus and lack of new introductions in the last 12 months since the last Oscar awards however he have 2 sedan models whose sales volume are doing poorly you would think there would be more advertising for them.
Cadillac could have still pushed the ‘Dare Greatly’ tagline on ATS and CTS though despite their shortcomings are still world class automobiles.
From a marketing standpoint if you want to get your message out there, it has to be constant and consistant.
The best way Cadillac can promote the line with little cost is to personally drive each Oscar nominee to the “Red Carpet” in a different Cadillac model, including the ELR for the stars who are “green” oriented. Many will eventually like that Cadillac and buy one instead of going for other luxury imports, or even Lincoln.
Cadillac has already done some of that in the past by sponsoring some the party’s and events surrounding the Oscars.
What exactly is the “Dare Greatly” campaign. I don’t SEE anything. Cadillac marketing is DEAD for the most part. It took six months for the dealers to get the 2016 catalogue’s, and then they were only for the CTS and SRX. Dealers have yet to get the catalogues on the CT6.
There should be advertising everywhere for everything you sell. There should be tv ads constantly on the upcoming products…. CT6 and XT5. You have got to let people know what’s coming. You should be BRAGGING about how great the CT6 and XT5 are, not to mention ads that brag about the fact that the ATS and CTS are the best chassis in the segment.
Where are the ads about the ATS V and the CTS V.
The dealers are not even gearing up for the CT6. They have a “so what” attitude. There is no enthusiasm at the two dealerships I visit here in the D.C. metro area. Instead, they are frustrated that people are coming in everyday asking about these vehicles, and they have NO literature togive them. The orders are sparse.
“I just bought a new Lexus. Why didn’t someone tell me about the Cadillac CT6? I didn’t see any ads”…. was one response.
There’s no “Dare Greatly” when it comes to color selections, options (the CT6 should have power side shades on every one. the new Hyundai Genesis does), and packages.
Every new Cadillac from the XT5 on should have LED headlights, power everything, more color choices, more option package choices, more engine choices, RWD/AWD, and 6 year/70,000 warranties.
Every goddamn salesman should be wearing a suit!
The sales and service experience should be a level above for six-figure cars and suv/cuv’s!
But, like I said, there’s NO “Dare Greatly’!
UWE, do your goddamn job or get in the unemployment line. Cadillac needs to be much more visible. I’m sick and tired of the BMW and Lexus ads!
The original “Dare Greatly” was exciting for us enthusiasts only because the first tease of the CT6 “full-size” sedan was in the ad. CT6, XT5 and ATS-V have already been revealed so no thrill this time if they aren’t surprising us with a never before seen model.
Dare greatly should retire. Cadillac needs a real marketing department unlike what they have now
ct6 is a dated looking bs. cadillac is a joke. so many beautiful concepts , but all the production models look dated
I am glad that your opinion is in the minority and not the majority.
The ct6 looks dated because looks like a cts and it has the same art and science that dates back from 2003….the ct6 design is not groundbreaking …assuming the exterior design needs work and adjustments
From where I’m from I see alot of ads for Mercedes C and E class , lots of BMW ads and even Lexus . The only ads for the ATS and SRX have been for deals on leases . Nothing on the CTS since last fall . And one stupid Escalade ad .
With the upcoming launch of both the CT6 and XT5 in a few weeks you would think Cadillacs marketing agency would be busy getting ads ready on air and in print . The CT6 is due in March , where is the hype and the excitement for Cadillacs return to building big cars . Other than auto enthusiasts I bet the average consumer has no clue about this car . Plus the XT5 is due in the spring where all the focus is for CUV’s . Yet Cadillac will throw up an ad for this long in the tooth vehicle . Let it die already . there’s a new one coming soon .
I wonder how long the contract is for the Dare Greatly agency . Pay ’em off and hire another company. In New -York there has to be an over abundance of ad agency’s working in mid-town Manhatten that would love to be associated with the resurgance of Cadillac .
Should the ct8 be a longer lower crossover?? Instead of a sedan ???
People are stupid.. saying things like ‘dare greatly’ isn’t enough to get someone into the dealership as Cadillac needs to club the commercial watcher by telling how the new CT6 uses advanced manufacturing techniques to build a car using aluminum and steel that is over 1,000 pounds lighter than some of their German and Japanese competitors of how others needed to jump to using carbon fiber which is a white flag to say they couldn’t match Cadillac’s superior technology.
If they want to dare greatly…. they need to ditch the CTS like styling for there flagship and start making real groundbreaking flagship designs….not a big CTS