2012 Winners & Shortlists

Results and Effectiveness

Perfect storm generated Perfect results (Source: TNS Automotive Brand Health Monitor Report 2011 Q2+Q3) • Sales increased by 17% • Cadallic CTS awareness rose by 25%! • The awareness of the campaign changed brand positive opinion +85% • Drove 19,000 consumers to visit theperfectstorm.me

Creative Execution

The perfect storm was treated like a real storm report on air. We created “breaking news” storm reports which were placed as the first commercial in the break, making consumers feel like it interrupted the programming like a real storm warning. Meteorologist reported on the progress of the storm up until the evening the storm hit, September 20th at 9pm. When the storm landed in the Middle East, programming turned into Cadillac Tornado Thursdays on MBC Action; the first movie was of course – Twister! We continued the on screen experience in Cinemas; a favorite of youth in the region. By installing high-speed fans on cinema walls we turned the entire cinema experience into a storm. At the exact moment that the 3D ad for Cadillac stormed on the screen the fans created a tornado giving the cinema goers a 4D experience – putting them right in the eye of it.

Insights, Strategy and the Idea

The Cadallic is your father’s car, at least that’s what the Middle East youth think. It’s just like weather – no change, predictable and expected. To change perceptions, Cadillac needed to shake things up, building a strategy around dialing up speed, agility and force. You could say we needed to create a perfect storm in the mindset of our younger consumers, much the same way as an unexpected tornado in the desert. That’s exactly what we did and we used broadcast media to tell and sell our perfect storm.