Brand | GM MIDDLE EAST |
Product/Service | CADILLAC CTS-V SERIES |
Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Category | Event & Field Marketing |
Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Sales Promotion/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
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.
Credits
Bechara Mouzannar |
Leo Burnett Dubai |
Chief Creative Officer |
Malek Ghorayeb |
Leo Burnett Dubai |
Regional Executive Creative Director |
Peter Bidenko |
Leo Burnett Dubai |
Regional Executive Creative Director |
Nabil Rashid |
Leo Burnett Dubai |
Creative Director |
Rafael Augusto |
Leo Burnett Dubai |
Senior Art Director |
Sunny Deo |
Leo Burnett Dubai |
Senior Copywriter |
Roy Khattar |
Leo Burnett Dubai |
Regional Communication Director |
Rhea Harmoush |
Leo Burnett Dubai |
Communication Manager |
Ralph Raad |
Leo Burnett Dubai |
Communication Director |
Karl Salibi |
Leo Burnett Dubai |
Planner |
Christopher Sparks |
Starcom |
|
Ramez Zeineddine |
Starcom |
|
Moustafa Mohammed |
Vivaki |
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