2011 Winners & Shortlists

The Brief

Re-launch the 2011 Cadillac SRX to women aged 30-40 by promoting the feature of the 'library-quiet interior'.

Describe how the promotion developed from concept to implementation

The solution came in the form of an exclusive CD that played the sounds of the city one does not hear if you drive the 2011 SRX. And along with handing these CDs out at showrooms, health clubs and cafes, the promo was supported by in-store poster activation with and POS experience, including DJ mentions on Radio 2. (See video entry for CD)

Describe the success of the promotion with both client and consumer including some quantifiable results

Not available as campaign is in its early stage.

Explain why the method of promotion was most relevant to the product or service

Many drivers in Dubai spend more time in traffic, so based on this insight we believed a CD would be a highly impactful tool to communicate the library-quiet feature of the SRX. And the sounds used on the CD were taken from the sounds of Dubai's streets, which include construction work, people beeping etc. So we reminded SRX drivers of the sounds that they’re “missing”, and non-SRX drivers the sounds that they’re not. All inspired the by car’s library-quiet interior.