Behind the Scenes
Excited about the launch of a new vehicle? Chances are you hear about it months (or years) before it ever hits dealership lots. That can mean potential customers get cold and shop elsewhere. We found a way to keep them “warm” as Cadillac launched a new vehicle every six months for two years straight. Behind the Scenes is a series of integrated CRM launch campaigns designed to keep subscribers (or hand-raisers) engaged with every new vehicle from announcement to purchase. Scroll to find Escalade, CT4 and CT5 creative.
ESCALADE MAKERS SERIES
The Escalade Makers Series is a cadence of 6 emails that tell the exclusive, behind-the-scenes story of the 2021 Escalade with an emphasis on human-focused innovation and obsessive design. The campaign was brought to life with a beautiful photo/video shoot that made the designers and engineers feel like celebs while capturing exclusive content for a voracious audience.
Glambots
To compliment the reveal of Escalade at the Oscars, we gave our Makers red-carpet treatment with a glambot shoot—a high-speed camera attached to a robotic arm, typically reserved for big award shows, that produces stunning slo-mo footage. Videos of each maker were embedded into the masthead of each email and a compilation video was featured at the top of the Escalade Makers Series landing page.
Landing Page
A Personal Touch
Handwritten quotes from the makers added a personal touch throughout the emails and landing page.
Reading handwritten text activates different parts of the brain and can boost recall and memorability. This approach was so well-received it became a part of the Cadillac brand guidelines.
An Escalade for Everyone
Personas were created to showcase the wide range of color and trim options available.
Instagram Story
CT4: CAPTIVATING ENERGY
The CT4 is a stunning reflection of the incredible makers who brought it to life. While this vehicle is usually paired with its sister, the CT5, we wanted to treat it as its own machine and really shine a light on all of the features that make it truly unique. Using simple mirrors and lighting effects, this behind-the-scenes approach created an editorial feel with deep-dives into the content that any Cadillac enthusiast would appreciate.
Portrait and Vehicle Photography
Landing Page
Instagram Story
CT5: MINDS AND MACHINES
In this case, circumstance was the mother of invention. Without a vehicle to shoot, we had to get creative with our approach to the behind-the-scenes content for the launch of the CT5. So, we gladly turned our lens on the people who made it, putting them in the spotlight for an energetic portrait shoot that captured their essence while they told stories of their CT5 trials and triumphs.
Portrait Photography
