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. 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 V-Series Blackwing, LYRIQ and Escalade creative.

V-SERIES BLACKWING™ PIT CREW

Integrated CRM campaigns occupy a crucial time period: the months of consideration between vehicle reveal and vehicle launch. We found a way to keep them “warm” as Cadillac launched a new vehicle every six months for two years straight through behind-the-scenes campaigns with designers and engineers. For the launch of track-capable V-Series Blackwing, our content-hungry audience needed to hear from people with their same knowledge and passion for racing. They needed a Pit Crew.

Meet the Pit Crew

FELIPE NASR
Cadillac Racing Champion
CHAD CHRISTENSEN
Lead Development Engineer
JOSH THURBER
Exterior Design Manager
MIRZA GREBOVIC
Performance Varient Manager
TONY ROMA
Chief Engineer
ERIN CROSSLEY
Color & Trim Design

The V-Series Blackwing Pit Crew campaign tells the exclusive, behind-the-scenes story of the 2022 CT4-V Blackwing and CT5-V Blackwing with the design and engineering Pit Crew who made them. The campaign consists of 6 episodic videos, a cadence of 6 emails and a corresponding landing page. To help unearth authentic vehicle facts and stories for our gearhead audience, Cadillac Racing champion Felipe Nasr hosts the interviews. The campaign was brought to life through a sports analyst type of video shoot that positioned the Pit Crew and Felipe Nasr as experts and commentators on the vehicles.

Videos

Emails

Landing Page

LYRIQ CREATOR SERIES

Dive into the minds of the designers and engineers who built LYRIQ from the ground up. In this content series, GM designers and engineers share how they dreamed LYRIQ into reality. For this behind-the-scenes story, we created a landing page and an email cadence—featuring custom photography and quotes from the creators.

The color of the photography was inspired by the original Juniper Blue LYRIQ interior, and the custom-made stencils represent its features—while being paired with its respective creator. The light shining through the stencils showcases the unique way LYRIQ uses choreographed lighting. This content series tells the design story of LYRIQ in a personal way to help our audience imagine what life would be like with this iconic electric vehicle.

Portrait Photography

Email

Landing Page

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.

Email

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.