2012 Winners & Shortlists

The Brief

To promote the Cadillac CTS-V Series and change the perception of Cadillac bring an old brand to one that can rival the likes of European cars.

Describe how the promotion developed from concept to implementation

We brought the perfect storm to life by first producing a TVC that showed the formation of the tornado from the sky, all the way till it travels along the road and strikes the camera. And to enhance the experience of cinema-goers, we created a 3D execution of the revel TVC to give them the feeling of actually being inside the tornado. And we took their experience one step further by having powerful fans installed on both sides of the cinema walls, activated only for the 3D TVC, which would be at full power at the point where the tornado strikes the camera. Giving a strong wind effect across the cinema hall and creating the all-new 4D experience.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

Running for up to two months, the chosen cinema halls offered ideal environment to create buzz. From the surround sound system, to the 3D effect of feeling inside the tornado when it strikes, to the fans that helped create the tornado effect, viewers were given a taste of the power of the CTS-V Series through a complete sensory experience.