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Cadillac
Cadillac ATS vs The World

RAN IN: United States

CLIENT
General Motors

Denis Budniewski - General Manager
Adam Chorney - Director, Connection Planning
Todd Riddle - Executive Creative Director
Aaron Seymour-Anderson - Art Director
Marc Stephens - Designer
Paula Weisenbeck - Acct. Supervisor
Brad Williams - Group Acct. Director

AGENCY
Fallon *Lead Agency

Denis Budniewski - General Manager
Adam Chorney - Director, Connection Planning
Todd Riddle - Executive Creative Director
Aaron Seymour-Anderson - Art Director
Marc Stephens - Designer
Paula Weisenbeck - Acct. Supervisor
Brad Williams - Group Acct. Director


Carat


SUMMARY

For the first time in years, Cadillac was launching an entrant into the lucrative compact luxury carsegment the Cadillac ATS. A quick, nimble, and fun-to-drive car, the ATS would help disrupt and reinvent all the Cadillac stereotypes. But first, it had to deal with the 800-pound gorilla in the category, the BMW 3-Series. By positioning the ATS as a challenger brand, in a category that was desperate for one, Cadillac created a number-one contender that could credibly challenge the champ for the first time.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print, Cinema

Audience: New Audience

Objectives: Change brand image

Type: Business to Consumer

Classification: National

Language: English