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Cadillac

Cadillac. Maureen Bickford National Advertising Manager January 23, 2008. Our Mission. Reignite the Love Affair with Cadillac. Target young-at-heart, affluent, import-oriented consumers Interrupt the busy life of luxury buyers – in the right places at the right time

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Cadillac

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  1. Cadillac Maureen Bickford National Advertising Manager January 23, 2008

  2. Our Mission Reignite the Love Affair with Cadillac. • Target young-at-heart, affluent, import-oriented consumers • Interrupt the busy life of luxury buyers – in the right places at the right time • Connect with the target audience using the right tone, look and feel • Change the misperceptions of our brand • Give permission to luxury buyers that it’s okay to drive a Cadillac

  3. Marketing Goals Increase Conquest Rates Decrease Median Age Improve Key Image Measures

  4. Target Mindset: “Perpetual Strivers” “Life isn’t just the end result. Life is the journey.” “Alpha Move Ups” “Alpha Moms” “Alphas” Driven, self-determined and self-directed. Success is a result of their action, attention to detail and willingness to make sacrifices to achieve the greater goal. Challenge is greeted as opportunity. They are constantly striving, regardless of their level of success or the score. Choices across brands reflect their individuality and willingness to take risks to achieve the right kind of rewards. They gain social currency with the things they are interested in.

  5. INFLUENCER PROGRAMS TEST DRIVES OUTDOOR DIGITAL SOCIAL NETWORKING The Cadillac Marketing Touch-points TV “BEST OF THE BEST” ENTERTAINMENTGOLDEN GLOBESSUPER BOWLOSCARS PROMOTIONS FILM FESTIVALS PRINT ON-LINE ADVERTISING CADILLAC.COM RADIO

  6. mycadillacstory.com

  7. mycadillacstory.com Videos

  8. Cadillac Digital Strategymycadillacstory.com – The Vision Develop Content/ Seek Storytellers Joan Jett, Travis Barker Dana Buchman Jay Leno Wynton Marsalis Sustain Plan and Encourage Growth Determine Distribution Network Invite Consumers to Generate content By telling their stories Google Provide an Interactive space where consumers can emotionally engage with Cadillac, ultimately creating a stronger, wider network of advocates for the brand. TV Tags, Print Ads, On-Line Media Banners, CRM Develop Marketing Plan

  9. mycadillacstory.com

  10. Cadillac / You Tube Branded Channel

  11. The best Cadillac stories are lived and shared. Share yours at mycadillacstory.com Thank you.

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