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 • Over 64,000 cinema goers across the UAE experienced the storm in 4D – a global media first.

Creative Execution

That’s exactly what we did. While traditional broadcast media was turned into storm reports across TV, print and the internet we needed something to really blow away our audiences. Using the captive space within cinemas; a leisure time favorite of youth in the region, we created a real life tornado. By installing high speed fans onto the walls of 3D cinemas we created a 4D experience, putting viewers in the eye of the storm At the exact moment that the 3D ad for Cadillac stormed on the screen the fans began blowing to create a tornado feel to all cinema goers, literally blowing their hair back!

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.