'Cadillac CTS LAUNCH' - Digital, Direct Mail and Print

 The Cadillac brand was losing its cache as the best of the best to European luxury/sport competitors. Perception was that the brand and vehicles were ‘old school’; something your uncle drove, but lacking the modern style, engineering and performance oomph that today’s luxury car drivers want and demand.

Time to re-invigorate the brand!

When we launched the Cadillac CTS in 2003, in Canada, we did it online first. We gave the Caddy brand a bold new attitude and a brash new look. We had people interact with it every chance we got – from watching it go through its paces at the Nürburgring test track in Germany (right in the backyard of BMW and Benz), to clicking to play with its many new gadgets and preview its advanced safety features, right down to selecting its rather decadent new paint colours. Our mantra? Think jet fighter strafes Manhattan. We won several media innovation awards in the offing. And to this day, many of the elements we infused still remain in the brand DNA.