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.
What do you think of them? Sound off in the comments section below.
Comments
I saw the full ad video and it is exceptionary well made. But it should provide more feature details, inclusind the future plug-in hybrid veersion which will give the CT6 over 40 MPG, based on its new RWD Voltec powertrain and 16 kWH battery.
I am anxious to watch the XT5 version, since it is what my wife wants.
A very poor replacement of the traditional dealer brochure if that is their intent. I have been to three dealership and two said the 2016 ATS brochures are not out yet (what?!? the model year is half over already and they don’t have the brochure ready?) and one said Cadillac is not going to producing brochures. Ugh, I hope that is wrong. The website and videos just don’t compare. I know BMW is still producing high quality brochures.
Brochures? Seriously?
Cadillac’s prospective buyers are not going to stop their world, drive to a dealership, and physically pick up literature on interested models just to be better informed. It is simply a waste of their time.
Yea, serious buyers that are considering dropping 50K for a compact luxury car or 70K for a V series want to make an informed decision. Watching a video on their iPhone isn’t going to tell them what features the premium series has over the performance series, what color and trim options are available or a multitude of other choices. There is a reason BMW, Mercedes et all still produce a quality and informative brochure.
“Watching a video on their iPhone isn’t going to tell them what features the premium series has over the performance series, what color and trim options are available or a multitude of other choices.”
And you don’t think a mobile version of their site can do the exact same thing?
If you let a pile of advertising paper tell you everything you need to know about a car and dictate where you drop your money, you are a fool.
Finally Cadillac may have figured out how to reach their targeted market .
I would like for Cadillac to do one for CTS as well. Doing one for Escalade won’t hurt be almost everyone should know what an Escalade looks like by now, so not necessarily needed.