2012 Winners & Shortlists

The Campaign

The brief was to change the perception of Cadillac in the Middle East. And we set out to do this with the launch of the Cadillac CTS-V Series to a younger target audience. Both cars have 556hp and many top-class features, which led to the idea of the perfect storm. Power on the inside. Luxury on the inside.

Success of the Campaign

11 million media impressions Over 19,000 visits on theperfectstorm.me Over 2,000 visits on the facebook fan page Sales increased 17% compared to same period of last year.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TVC promos got the campaign under way showing a tornado that was coming to Dubai. This directed people to the teaser website theperfectstorm.me where they could find out more about what a tornado is and how it forms. On launch day, a TVC revealed the car inside the eye of the storm. A 3D version was created for cinemas, where fans were also installed to create a 4D experience for viewers. Print ads ran and theperfectstorm.me transformed into the car, where people could view the exterior and interior in 360 and check out hotspots. A special print execution let readers view the reveal TVC on their Smartphones and they could then check out more on the Cadillac WAP site.