THE LYRIQ EFFECT
The 2024 LYRIQ, Cadillac’s first and long-awaited for EV, was in great demand. However, the global chip shortage postponed the delivery date of many orders. This delay frustrated our audience, and made them feel forgotten during the order process.
To solve this, we launched a monthly email cadence to educate and excite them during the wait, and collect new orders from our Handraisers. Since both audiences have seen a lot of LYRIQ content, a fresh approach was needed to speak to them.
Our Handraiser and Order Holder audiences received slightly different versions of the same email. But the goal for both audiences was the same: Show them the electrifying charm and positive influence LYRIQ has on its owners and onlookers creating—THE LYRIQ EFFECT.
This six-touch cadence tells the story of the purposeful design, innovative technology and uncompromising driving experience LYRIQ delivers. To complement each story, quotes from the creators of LYRIQ were included to give insight into the design process.
AUDIENCE MEMBERS
Each story focuses solely on the feelings of the driver, while highlighting the most enticing LYRIQ features and the incredible experience that comes with them. Our audience should feel a sense of ownership, and boldly take the next step and order their LYRIQ.
Emails
These stories speak to the adventurous and ambitious spirit of our audience, while showing the effect LYRIQ has on everyone in its orbit. To ensure our storytelling was inclusive, only standard features were mentioned so our audience isn’t disappointed over features they don’t have. Instead, they should look forward to beginning their journey with their chosen LYRIQ.
Emails
