By: Keelyn Crowe
Cadillac plans to have a somewhat new marketing campaign for 2015. They made this decision on purpose at the same time their new luxury car, a large sedan CT6 came out. Cadillac’s decision to rebrand comes from the fact that their sales have been suffering and have been down 5% in the last year. Cadillac has heavy competition from other luxury brands like BMW, Mercedes and other trusted luxury brands that are better known.
Their first move is to build a new ad campaign around the new 2015 ATS coupe, which has launched in 2015. They’re going to show it on billboards, but instead of the typical black color which Cadillac always uses to feature their cars, a red bold color will be used. This will, hopefully, allow the brand to stand out. Ellinghaus, who works for the brand, wants to give Cadillac an emotional message, hopefully catching the eye of consumers. Cadillac wants to focus on what makes it different, because it does have such a different design than an Audi, Mercedes or BMW.
In June 2013, Cadillac decided to drop its advertising agency, Fallon Worldwide, for Rogue, which includes Hill holiday, Lowe and Campbell Ewald. Kelly Barnes, the director of corporate communications for Lowe Campbell Ewald, said that the New York office would house about 50 people, all working with Cadillac.
The ads for Cadillac’s new campaign aired during the Oscars. Cadillac featured four ads, all with the campaign saying “Dare Greatly.” All four ads featured the same theme of inspiration and following your dreams. All the ads also featured the new CT6 luxury Sedan. Three of the ads feature 3 individuals who are all well known. They tell inspiring stories of how they made it and succeeded in their careers. These three people include fashion designer Jason Wu, director Richard Linklater and Apple co founder Steve Wozniak. All three ads end with the sedan on a downtown Manhattan Street with the message “Only those who dare drive the world forward”. The fourth ad doesn’t feature the Cadillac; it shows the audience a car eye’s view as it drives through Manhattan, while a female narrator recites a passage from President Theodore Roosevelt’s “Man in the Arena” speech. These changes that Cadillac is undergoing will probably take a couple of years to attract people to the brand and to change perceptions of it. Cadillac’s sales ended up going up 3 % in January, which is a turn-around from their sales falling 6.5% in 2014. Using a more emotional and inspiring approach, especially during a big event like the Oscars where is everyone is watching, is a good marketing approach to change their image.
New Cadillac ad campaign coming in 2015. Retrieved April 27, 2015, from http://www.detroitnews.com/story/business/autos/general-motors/2014/09/30/new-cadillac-ad-campaign-coming/16515413/
Cadillac Launches ‘Dare Greatly’ Campaign with Four Oscar Spots. Retrieved April 27, 2015, from http://blogs.wsj.com/cmo/2015/02/22/cadillac-launches-dare-greatly-campaign-with-four-oscar-spots/