YOUR XT4 ERA
The top third selling vehicle in the small SUV segment—the XT4, received a major upgrade from the inside out for 2024. Our challenge? Inform our loyal XT4 audience about the reimagined interior and excite a brand-new audience about the exceptional experience that being on the inside is as a XT4 owner.
To launch our CRM cultivate campaign, we took inspiration from a social trend that encourages you to share something you are into or some facet of your personality and created the mnemonic YOUR XT4 ERA. The campaign champions that enlightenment moment between vehicle and person to forge a more meaningful connection. The campaign consists of four email touches, four corresponding landing pages and four hype videos for each audience to continue the immersive story.
Since our two audiences were so different, we discovered that we needed to define and speak to each one individually to make the ownership journey as personalized as possible. Cue our UPBEAT and BOLD audiences.
ENTER YOUR XT4 ERA
Our coined UPBEAT drivers are a brand-new audience segment for this vehicle, and we developed a voice that not only felt personal but defined their needs and habits. This audience age ranges from 35-44 and are trendsetters, interested in the latest technology and want belongings to reflect their social position. This benefit-driven tone set this audience apart with language new to Cadillac, leaning into culture and current popular phrases.
Videos
To create a uniquely immersive experience, we captured images and short motion clips to make four videos using the mnemonic to connect the audience to different features of the XT4. Along with UPBEAT specific language, we selected music to engage and represent this audience.
Emails
Landing Page
Our coined BOLD drivers are our traditional and loyal audience for this vehicle, and we developed a voice that not only spoke true to who they are but defined their needs and habits. This audience age ranges 56+ and are mature, interested in technology and style and strive to feel luxuriously comfortable with every drive. This aspirational tone set this audience apart with language true to Cadillac, leaning into the pillars that make this vehicle a favorite.
Videos
To create a uniquely immersive experience, we captured images and short motion clips to make four videos using the mnemonic to connect the audience to different features of the XT4. Along with BOLD specific language, we selected music to engage and represent this audience.
