Fashionably Early
Cadillac is one of America’s most famous automotive manufacturers and was once synonymous with the world of luxury. In the UAE, the brand wanted a return to their roots. Cadillac wanted to be more than just another a car company, they wanted to take back their standing as one of the world’s true luxury brands. In the crowded luxury automobile market, if Cadillac was going to stand out, we needed an alternative entry point. We found one in the world of luxury fashion
Luxury fashion is one of the only key categories that has wide appeal among car buyers and luxury shoppers, men, women, and key influencers. But luxury fashion is an extremely competitive category and in order to break in we’d have to make quite the entrance.
And make an entrance we did. We chose three key regional fashion bloggers to be the faces of the campaign and created a story in which they could play their roles. This meant that these influencers were able to introduce their followers to the campaign in a more organic way.
We invited our key influences to a luxury editorial photoshoot across Dubai with the all new Cadillac ATS-V. The images were then seeded to both automotive and fashion platforms. We cut a series of TVCs and filmed the entire experience to enable our target market to follow us on our journey across the web.