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

That’s exactly what we did and we used each media to tell and sell our perfect storm. Our first interruption came in the form a tornado projected to hit the Middle East. Like real news, tornado warnings appeared in forums & blogs, meteorologist reports appeared on as the first ad break -as if the storm interrupted programming. With interest peaked we directed searches to www.theperfectstorm.ae. September 20th at 9pm “breaking news” revealed Cadillac as the perfect storm, followed by the first of 12 Cadillac Tornado Thursdays. The premiere movie was of course - Twister. Perfect storm then began interrupting other media. •Storm banners took over webpages, expanding into sharable storms with product information. •Magazine visuals prompted readers to use their smartphone to experience the Cadillac storm video. •3D cinemas became 4D experiences –placing high power fans on theater walls to create storm winds while our branded promo aired on screen.

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.