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

While the Cadillac perfect storm raged across all screens (TV, cinema & online) we needed a way to bring the experience to life in print. Auto magazines were highly read and had strong affinity amongst our target audience so we knew that we couldn’t let the storm simply lay flat on a page. When readers opened their favorite auto magazine they were greeted by a storm visual that invited them to place their smart phone over an outline to reveal what had caused the visual. Thousands of readers phones immediately turned into a video screen where the perfect storm took over. Consumers could see the power and agility of Cadillac in the storm. Once the storm passed they were left with interactive options to view Cadillac details, map a dealership and sign up for a test drive. The page was no longer flat, but actively engaging.

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 print to tell and sell our perfect storm.