CADILLAC 2016-2018

ACTIVATIONS

OBJECTIVES- THE PURPOSE

We believe in combining strategic vision, engaging creative, innovative technology and flawless delivery to give Cadillac end-to-end solutions. Helping to connect consumers on the show floor to the brand. 

• Activate unused real estate on the show room floor to engage attendees. 
• Communicate and generate consistent architectural brand expression that is in line with the current brand positioning of Cadillac. 
• Extend Cadillac's positive experiences to the motor show exhibit space.
• Engage the customer in a memorable, share-able and measurable way. 
• Maximize engagment time through on-going social communication. 

THE PERIMETERS

• Generate an Authentic Cadillac Experience
• Relevant to the Audience 
• Seamless Integration
• Immerse the Attendee in the Cadillac Brand
• Actionable next steps and extensions 

CADILLAC BRAND STORIES

We propose to tell stories that are in-line to your current brand language. Highlight people and things that push the boundaries of "normal" These stories appeal to the emotional essence of Cadillac and will help the attendee connect to the brand on the showroom floor. 

• STYLE
• DESIGN
• ENTREPRENEURSHIP
• TECHNOLOGY
• CULTURE
• COMMUNITY

ACTIVATION CONCEPTS

STYLE

RETAIL LAB

WHAT IT IS:

Highlight the Retail Lab at Cadillac Brand House;  in partnership with the CFDA, by offering exclusive behind the scenes from designers highlighted in the Retail Lab like Timo Weiland. 

HOW IT WORKS: 

Show exclusive behind the scenes work and design process, creation of collection, and runway exclusive footage.  Collection can be showcased on the show room floor. 

EXTENSIONS:

• Exclusive sale of collection available to Cadillac Enthusiast
• Exclusive sign up for the Curated Cadillac Monthly Retail Box 
• Exclusive art work from the designers
• Social shares of sketches, inspiration 
• Exclusive music soundtracks from the designers for download 
• Fashion Show Highlights 

PRE:  Create build up of exclusive content through media outlets including Cadillac, and designers.

DURING:  Create anticipation by having designers sign limited edition prints of their sketches.

POST:  allow Cadillac enthusiastic opportunity to see content after show closes, ability to live on micro site and play within the Retail Lab in NYC.

ENTREPRENEURSHIP

DARE GREATLY INFLUENCER'S

WHAT IT IS:

Let’s celebrate those that have Dared Greatly in their Community.  Individuals that stand out in their disciple by their unwillingness to conform and their strong willed passion to challenge convention.  Let’s bring them to life in our space. Dare Greatly Influencer’s for consideration that have impacted New York City and beyond; Casey Nestat (youtube vlogger, and film maker), Grace Coddington (former Creative Director of Vogue), Sophia Amoruso (Creative Entrepreneur CEO of Nastly Gal), Raf Simons (Creative Director of Calvin Klein).

HOW IT WORKS:

Host TED like talks on the show room space in the Oculus Gallery with the Dare Greatly Influencer’s. Audience members can share their Cadillac Story.

EXTENSIONS:

• Sharing of personal dare greatly story 
• Video streaming of content in space
• Limited Edition prints of artists work for Cadillac Enthusiasts
• Meet and Greets of Dare Greatly Influencer’s 

PRE:   Allow the makers and creative influencer’s create curated content sponsored by Cadillac.  Host a campaign that is centered around how these influencer’s have dared greatly.  Allow opportunity for fan meet and greets in the space.  Attendees can share their dare greatly moment on social sites. 

DURING:  Attendees will have the opportunity to hear Dare Greatly Influencer’s stories in the Cadillac space or on-line. Enthusiasts will have the opportunity to sign up for a meet and greet with the Influencer. 

POST:  Video streaming and content can be posted on-line.  Limited Edition work can be made available. On-line communities of dare greatly networks can carry from show
to show. 

CULTURE

ART AS REALITY

WHAT IT IS:

Live performance Art is an immersive experience, the act of watching an artist create is transfixing. Raw, Pure and full of passion. You can not contain the energy of a artist. At the Cadillac Space- watch as the space visual transforms live.

HOW IT WORKS:

Commission artist Alexa Meade  best known for her urban art of painting live models and scenery to take to the Cadillac Space, creating work inspired by Cadillac’s monumental contribution to design during its 114 year old rein and raise back to the top, with a focus on architectural backdrops and fashion of the era. 

EXTENSIONS:

• Time lapse of work in the space 
• Sharable with hashtag #artasreality
• Limited edition prints for Cadillac Enthusiast 

PRE:   Curated content of Alexa working shared on social media.  Stage her working near or around Cadillac’s. 

DURING:  Attendees will be able to see Alexa working to create historical moments in history of Cadillac including architectural and fashion. Work will be time lapsed and documented for social use. 

POST:  Cadillac Enthusiastic will be able to watch time lapse work of Alexa.  Work displayed in the Cadillac Magazine and on social platforms. 

TECHNOLOGY

FUTURIST CADILLAC CES

WHAT IT IS:

Imagine being able to impact the future of Cadillac. A futuristic interpretation of the Cadillac brand. Inspired by the future of Cadillac visually represented an interactive, immerse environment. 

HOW IT WORKS:

Attendees are able to explore the futuristic offerings of Cadillac by experiencing an urban modern landscape.  Composed of LED flooring that is responsive, infinity art mirrors that reveal messaging, and walls that respond to body temperature the immerse landscape unfolds its self to the attendee. Attendees also receive a sneak peek of upcoming form language changes to the entire fleet. Press conference regarding all the new technologies available on Cadillac's. 

EXTENSIONS:

• Social sharing of the futuristic Cadillac environment 
• Social sharing of sneak peek concepts 
• Opportunities to share discoveries of interactive

PRE:   Tease leeks of the new futuristic Cadillac through social media. 

DURING:  Invite Cadillac Enthusiastic first antecedence during Press days to see the Future of Cadillac. 

POST:  Filmed digital content of the experience can live on daregreatly.com, allowing Cadillac Enthusiasts who were not able to make it to the show the ability to participate in the demonstration. 

COMMUNITY

BOOK CADILLAC

WHAT IT IS:

A deep dive into the BOOK by Cadillac program. 

HOW IT WORKS:

Through the use of display and compelling video consumers will get the opportunity to win a the grand prize of a Cadillac curated luxury trip; while being entered to win a date night in the local market.  Similar to the launch program in NYC; customers will be able to select their favorite Cadillac for their destination.  A white glove service will deliver the vehicle to their
door step. 

EXTENSIONS:

• Social shares and Instagram take overs of winners
• Real testimonial of program 

PRE:    Curated content of current BOOK members alluding to the on-site registration program to win a local date night, and curated luxury trip. 

DURING:  Attendees will be able to learn about the BOOK by Cadillac program on site through use of compelling video, and graphics.  Attendees who sign up for more information are registered to win for the local date night and the ultimate grand prize. 

POST: Cadillac Enthusiastic will have the opportunity to hear real testimonials of the soft launch program in each city; and follow along with the winners to see how a Cadillac and BOOK by Cadillac transforms the way you own a vehicle. 

COMMUNITY

MONUMENTAL

WHAT IT IS:

Interactive sculptures placed around the city of Detroit, highlighting Cadillac’s commitment to design contributions to the city.    Unexpected, cutting edge spaces designed to immerse cultural progressives and Cadillac Enthusiasts, and draw attention, and create a free community gathering space. 

HOW IT WORKS:

Placed around Detroit,  the Cadillac Pavilions will act as a bug light to highlight Cadillac’s commitment to the community, and the arts.  Visually cuing to the architecture of the auto show with a call to action to visit the Auto Show and see first hand Cadillac’s commitment to Design, Craftsmanship, Technology and Performance. Brand Ambassadors engage attendees and answer any questions.

EXTENSIONS:

• Social Sharing with photo opportunities
• Location shares on medial platforms
• Tie of locations back to the show floor

PRE:   Block off for the build of pavilion, create a micro-site for interested people to investigate.  Create curated content that nods to what is happening, inspiring shots of the vehicle, renderings of the pavilions. Community reach with focused messaging. 

DURING:  Provide free coffee, free WiFi, and free art. Create a community centered hub. And have product specialist on hand to answer community questions. Attendees will be encouraged to attend the Motor Show.  Motor Show Attendees will be given a map
for activations.  Content will be captured for sharing. 

POST:  Cadillac Pavilion Interviews will be shared on social media outlets and on daregreatly.com, featured design of pavilions will be shared on Cadillac Magazine. 

COMMUNITY

CADILLAC CATS

WHAT IT IS:

An interactive focused on relieving stress. 

HOW IT WORKS:

Attendees will have the opportunity to spend time with the Cadillac Cats. By registering prior to the event, it will guarantee a spot in the Cadillac Cat Cafe. 

EXTENSIONS:

• Time-lapse of the Cafe 
• Selfie and Instagram Shares 
• Online gallery of the Cats with profiles