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Cadillac
New Standards

RAN IN: United States, Canada

CLIENT
General Motors

Don Butler - VP, Cadillac Mktg.
Molly Peck - Director, Advt. & Sales Promotion
Sherrie Weitzman - National Advt. Manager

AGENCY
Fallon *Lead Agency

Bruce Bildsten - Executive Creative Director
Denis Budniewski - General Manager
Chris Campbell - Acct. Director
Adam Chorney - Director, Connection Planning
Bob Guisgand, Sr. Art Director
Duffy Patten, Sr. Copywriter
Brad Williams, Group Acct. Director


Starcom MediaVest Group


SUMMARY

Faced with a year of no new product launches, the lifeblood of any car brand, Cadillac needed to improve brand perceptions and appeal to younger buyers. Cadillac's New Standards campaign spoke to the stories of what makes Cadillacs Cadillacs. Within six months, perception of overall opinion improvedbuyers were younger and more affluent and sales exceeded forecast objectives.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print

Audience: New Audience, Brand Influencers, Boomers (45+)

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: Regional,National

Language: English