2015 Winners & Shortlists

Results and Effectiveness

Of the 190 guests invited to the event over 50% activated wrist bands. And of these 98 guests who had wrist bands: • 88% uploaded their 360 selfie cam video to Facebook • 80% friended people using the friendship table • 25% signed up for a test drive • 22% uploaded their photos through the roaming photographer Resulting in a total reach of over 2,500,000 – all organically. And Cadillac became the 1st brand in the region to employ a 360 self cam and friendship table at an event, all powered by social media. Not bad for 98 people.

Creative Execution

We took inspiration from the car and used technology to make every corner of the event instantly shareable, transforming our guests into live reporters. This was done without the need for the guests to even take out their phones by utlising individual RFID wrist bands linked to guests Facebook accounts. Through the wrist bands guests were able to: • Instantly friend each other by simply placing their hands on the friendship table • Have their photos uploaded by simply swiping their wrist bands across the specially activated pebbles • Book test drives with a simple swipe of their wrist bands against the special test drive box • Film a 360 selfie video and have it uploaded and shared instantly with the swipe of their wrist band

Insights, Strategy and the Idea

Cadillac were launching the all-new ATS Coupe and our client had focused the launch around a very exclusive, invite only event to be held in Dubai. Our challenge was to create such an engaging social media experience that the 190 guests would organically amplify this experience across their own social channels and allow us to reach a much wider audience. In short, seeing pictures and an editorial piece in the back pages of a glossy magazine after the event was over wasn't going to cut it – we wanted the experience of the event to be as unique as the ATS Coupe itself and so our aim was to transform the usual event format into something that made guests truly want to share their experiences across social.