CADILLAC

Caleb Angus, Daniel DeLia, Madison Hahn, Carli Stark

TABLE OF CONTENTS:

COMPANY HISTORY……………………………………………...……………………..2
COMPANY OVERVIEW…………………………………………………………………..2
CATEGORY……………………………………………………………………....…………..3
CHANNELS OF DISTRIBUTION……………………….……………………………..4
COMPETITIVE SET…………………………………………………………………….....4
COMMUNICATION ACTIVITY……………………………………………….………..5
CONSUMER ANALYSIS………………………………………………………...………..5
CONSUMER INSIGHTS………………………………………………………...………..6
TARGET PERSONA: MIKE…………………………………………….………………..6/7
SWOT……………………………………………………………………………...…………..8
COMPETITORS………………………………………………..…………………………..9/10
BRAND OPPORTUNITY ……………………………………………………...………..11
BRAND PERSONALITY……………………………………..…………………………..11
POSITIONING STATEMENT…………………………………………………...……..12
BRAND PERCEPTION MAP…………………………………………………………...13
RESEARCH………………………………………………………………..………………..14-28
CREATIVE BRIEF…………………………………………….…………………………..29/30
PRINT ADS………………………………………………………………..………………..31/32
DIGITAL ADS…………………………………………………….………………………..33
TV AD #1………………………………………………………………..…………………..34
TV AD #2……………………………………………………………….…………………..35
TAKE A DRIVE THROUGH TIME PROMOTION……….……………………..36
MEDIA PLAN…………………………………………………………………….………..37-40
CAMPAIGN TIMELINE………………………………….……………………………..41
WORKS CITED………………………………………………………….………………..42

Company History:
Cadillac was founded in 1902 by Henry M. Leland who was formerly a mechanic as well as
an entrepreneur. The brand was founded by the remnants of the Ford Motor Company after
a split due to an unsuccessful deal within the company. Cadillac was named after a famous
French settler who founded the “Motor City”, Detroit, the capital of America's automobile
industry. Cadillac hit the ground running as a top name in America's luxury vehicles after
its official public debut in 1903.
Cadillac was purchased by General Motors on July 20, 1909 and began producing
commercial and institutional automobiles. As the century progressed, Cadillac stunned the
automobile industry with its innovations time and time again. It was the first automotive
brand to introduce the V-type 16 cylinder engine, an automatic vacuum operated parking
brake, and power steering as standard equipment on all models. Cadillac continued to
revolutionize for years to come and is still astounding the industry today. In short, Cadillac
has a long, proud history of automotive innovation and industry insight.

Roughly 2,500 cars were produced by the end of its first year of operation, which helped
Cadillac secure a spot in the top ten of the leading cars in the market. Cadillac has
continuously sustained its image as a one-of-a-kind luxurious and innovative car brand. By
1954, Cadillac made huge strides by being the first car to develop power steering wheels
and automatic windshield wipers. Stiff competition in the 80’s altered the high rating for
these automobiles, but to this day Cadillac still remains towards the top.

Company Overview:
Cadillac is a luxury brand of automobile that markets themselves as expressive and highly
original. They market in 37 countries with their three primary markets being the United
States, Canada, and China. In the past few years, Cadillac has been trying to revamp their
brand image and inject new energy into the Cadillac market. Johan de Nysschen, Cadillacs
President stated:
“We promised to revolutionize and elevate our product portfolio, build an unmatched
collection of vehicles and set a new standard of excellence for Cadillac and the industry
at large. We committed to rallying around the Cadillac name and its deep, resonant
legacy. We said we would reinvent and refocus across all aspects of the
organization. We drew a line in the sand and said, ‘we are writing the next chapter in
the history of Cadillac and it’s going to be the best one yet.’”
With this attitude and a new line of sleek, luxury cars, Cadillac is prepared to launch its
brand into the future while remembering its rich past.

Category:
Cadillac is in the luxury/sport car category. Their models have an upper class, stylish
appearance and are sporty whilst embodying class. The parent company is General Motors.
They offer a range of cars from sedans to SUVs.

The number of brands in the luxury car market has been steadily increasing over the past
few years. Currently the German big three, Audi, Mercedes, and BMW, make up 80% of the
global market. In the United states BMW and Lexus are leading in sales, with Cadillac
trailing slightly behind. Domestically, Crossovers and SUVs have been increasing in sales.
Recently the category has split into two clear markets: budget, and ultra luxury. According
to Statista.com, premium sports cars and midsize SUVs have been experiencing the most
sales growth within the category.

The United States luxury car category is dominated by four brands in terms of market
share. These brands (arranged in descending order) are Mercedes, Lexus, BMW and Audi.
The category as a whole is comprised of about eight or nine brands, all of which have
different levels of success, brand personalities, and target consumers.

In general, the car industry is currently trending towards older buyers, although recent
studies have shown that this may be changing. According to a USA today article from 2014,
the average age for an american car buyer is 52 years old. Furthermore, the average
american car buyers are males between the ages of 55 and 64.

Channels of Distribution:
Historically, Cadillac has produced most of its sales through car dealerships and this is still
the case today. Although there are new online forms of distribution that account for some
sales, the main channel of distribution is still traditional dealerships. Cadillac has
dealerships in most major american cities, with heavy concentrations in Los Angeles, New
York, Chicago, Philadelphia, Hartford (CT), and Dallas.

Purchasing a car is a tough, time consuming decision for most. Data found on Simmons
OneView shows that over 50% of individuals between the ages of 35-64 shop around to
find the best deal when purchasing expensive items such as automobiles. With this being
said, the purchasing process for Cadillac is a bit more involved than most purchases
because it is such a big financial investment.

There are a lot of independent car dealership platforms available on the internet which can
be good for gaining exposure, but there is no way for Cadillac to change any biased or
negative opinions about the brand that are shared on these sites. Websites such as
Consumer Reports and Cars.com are full of useful, yet potentially unfavorable information
about the Cadillac brand. The only way to ensure that our prospective consumers are
exposed to positive, honest information about our brand is to deliver products of
exceptional quality that surpasses our competition.

Our goal is to ease the frustration of the purchasing process and gain consumer trust. We
can do this by bringing consumers into our dealerships to have them test drive our vehicles
themselves.

Competitive Set:
Our competitive set contains a number of brands from the traditional luxury car category,
including BMW, Mercedes-Benz, Audi. Additionally, newcomers to the segment such as
Lexus, Infiniti and Genesis are also vying for market share. All of these brands define
Cadillacs fit market. In order for our campaign to be successful we need to differentiate
ourselves from our competitive set, and define what the Cadillac brand is today. The one
advantage that comes from our strong competitive set is the fact that most of these brands
identities are the same.

Communication Activity:
The majority of brand communication within the luxury automobile industry occurs
through television advertising. Judging from our survey results, 88.4% of our respondents
determined that TV is where they notice most of Cadillac’s advertising efforts. The survey
also shows that 47.7% of our respondents are adequately familiar to incredibly familiar
with the Cadillac brand. This information proves that Cadillac should be able to find success
in television advertising when targeting their current, older demographic as well as a
younger demographic.

A large part of Cadillacs current consumer base is active on social media, but in a limited
capacity. They are not especially tech-savvy or comfortable with today’s digital trends and
prefer to communicate in more traditional ways: calling instead of texting and use emailing
both professionally and for personal communication. Cell phones were introduced to them
more towards adulthood, therefore they are used as functional items rather than a form of
entertainment. They are more attentive to TV advertisements and commercials therefore
television advertising is most fitting for them; however, in efforts of reaching a younger
audience, a chunk of advertising should be allocated to more relevant media platforms.

Consumer Analysis:
The average age of a first time cadillac buyer is 59 years old. Furthermore, according to our
research, females generally have a more negative view of Cadillac and are not as educated
on the brand as a whole. Also according to our research; younger (under the age of 40)
individuals from in our around urban areas are less likely to consider purchasing a Cadillac.

There seems to be two main problems for potential Cadillac customers: price and image.
The younger demographics cannot, or rather, do not think they can afford a Cadillac. Also,
society generally associates Cadillacs with older men, which can be a turnoff, especially for
young buyers. Despite these two roadblocks, most potential buyers are looking for a
reliable yet luxurious car, that is safe yet sporty. These qualities as a whole fit the idea of
Cadillac’s new and improving image.

The current perception of Cadillac is that its customers are upper class individuals who are
recognized as “old men.” It is not thought of as the car of the future, but rather the car of
yesteryear. The reality is that people's perceptions about Cadillacs are generally
substantiated; however, there is massive potential to market our product to a broader
demographic. The Cadillac of today is a different car than Cadillacs of the past, and our
brand should reflect that. We no longer make cars for wealthy old men, we make cars for all
men, with features and updates to coexist with society today.

Consumer Insights:
Data found through Simmons OneView and Business Insider have opened our door to many
the unique attributes of Cadillac customers. These individuals prefer having options in
their cars and are more likely to be influenced to buy a car depending on its dashboard
technologies. Purchasing decisions come down to the spouse/significant others,
broadening our target audience because 63.8% of the current audience is married.
Unrelated to the automotive lifestyle, Cadillac buyers are “rustic” individuals, meaning that
they enjoy things with a simple charm. Individuals in this demographic have big hearts and
are 70% more likely to visit animal shelters.

Target Persona:
 Meet Mike. He is 32 years old and has a job at a respectable finance company in the
suburbs of Philadelphia. He’s a family man, with a wife and two kids, ages one and three. He
takes pride in the way he dresses; always staying up to date on the latest in men's fashion.
He also wears expensive watches and fancy cologne. Mike wants a vehicle that fits him as
well as his tailored suits. The vehicle must mirror his personal image, i.e. his brand.
Mike’s first car was his father’s old car - a 1997 Pontiac Grand Prix. He was given
that car the day he passed his license test. At the time, Mike was just thankful to have a
means of transportation. After high school, Mike attended Penn State and majored in
Finance. Following graduation, and about a year after he landed his first (and current) job,
he quickly moved up the ranks at his fim, and his pay grade rose as well. Two years later he
purchased his first real car. At the time of that purchase, Mike was uninterested in Cadillacs
due to their outdated appearance and “old-man” reputation. It was for this reason that
Mike seriously considered BMW, Mercedes, and Audi for his big purchase. He was naturally
drawn to these brands because he felt they best reflected his rising place in society, as well
as exhibited his maturity and newfound professionalism. So, in June of 2009, Mike
purchased a brand new BMW 328i Coupe. He felt the BMW represented the perfect blend
of youthful sportiness and traditional luxury. He decided on the Coupe because he was very
young and had no kids at the time - thus negating the need for the four-door practicality.
Mike loved his BMW, so much so that he kept it long after its warranty expired.
Fast forward to January of 2018 and Mike is married with two kids. His BMW is
starting to show signs of its age and Mike feels it is time for a new car. He’s been doing
research for a couple of months and he came across a Motor Trend article praising the new
Cadillac CTS. The article explained how the driving dynamics far exceeded the once gold-
standard BMW 5 series. At the same time, Mike has been seeing new ads on Facebook and
YouTube showing sleek looking Cadillac models with younger people at the wheels.
Reading the article and connecting with the advertising was enough to convince Mike to
give Cadillac a second look.
So, one night after work on a chilly Thursday afternoon in mid-December, Mike
stopped by his local Cadillac dealership to view this intriguing vehicle up close. Mike was
impressed with the upscale feel of the dealership which he had neglected to give even a
fleeting glance at for so many years on his commute from work in his BMW. He was handed
the keys to a white CTS V-Sport and told he was free to take it on a test drive. As he
approached the vehicle he was impressed with its sleek lines and balanced proportions.
When he opened the door he was met with an intoxicating aroma of real wood and genuine
leather. He situated himself in the sport bucket seats and hit the start button. The 3.6 liter
Twin-Turbo V6 roared to life with a low growl and prominent base note that only such a
powerful engine can make - it seemed to be amplified by the cold winter air. He set off and
left the dealership parking lot with the car in its “touring mode”. His initial impressions
were dominated by the smooth ride, a result of Cadillac’s patented Magnetic Ride shocks.
After a few minutes, and with the engine temperature in its optimal range, Mike decided to
see what this new machine could really do. He switched the drive mode dial to “sport”
immediately the car changed personalities. The smooth ride he had been so impressed had
turned stiff and sporty, the steering wheel weight had increased, the LCD screen situated in
the gauge cluster now glowed bright red. Mike found a highway onramp and floored the gas
pedal. The Twin-Turbocharged V6 barked to life as it threw him back in his seat. He had
never known such savage acceleration. His heart rate doubled in an instant. Before he knew
it he was exceeding the speed limit so he tapped the high-performance brakes and slowed
down to match the speed of the cars around him. Mike returned the next day and
purchased the same car he test drove. It’s four-door practicality fit the needs of his growing
family perfectly. The styling matched his personal style precisely. And the performance far
exceeded the hype. Through a blend of engaging advertisements, an updated product line,
and positive press, Mike’s opinion of Cadillac has completely changed for the better.
SWOT:
Strengths
• New cars are youthful and
sporty
• ATS V-Coupe
• ATS V-Sedan
• CTS V-Sedan
• Owned by automotive giant
General Motors
• Large budget to allocate to
advertising
• Cadillac has a long history of
making cars that people
envy
Opportunity
• Explain Cadillac’s rich
history of making the best
cars
• Convince younger buyers
that Cadillac is back in style
• Separate itself from our
bland and overdone
competition
• Setting ourselves apart from
the pack in terms of our
image and our use of new
technology
Weaknesses
• Brand perception is lacking
• Cadillac’s lackluster cars from
1995 - 2005 have diminished the
brand’s once pristine reputation
• Market now led by our foreign
competition
Threats
• Younger buyers choosing
Cadillac’s competitors (BMW,
Audi, Mercedes)
• New competitors in the segment
(Lexus, Infinity, Genesis)
• Differentiating itself from other
GM brands (Buick, Chevrolet)
• Brand perception is poor - many
people today associate Cadillac
with older buyers and
uninspiring cars
Competitors:

BMW - 15.1% Market Share - Practically invented the luxury sport sedan segment. Cars like
the M3 and M5 have captivated car buyers ever since their introduction in 1985. Since then,
BMW has remained at the top of the luxury sport sedan segment. With that being said,
recent Cadillac models ATS and CTS have been named by various auto magazines such as
Motor Trend and Car and Driver to be superior to their BMW counterparts in every
measurable way. BMW’s philosophy places greater emphasis on sporty-driving dynamics
than anything else. They also have their own patented all-wheel-drive system known as X-
Drive.

Mercedes-Benz - 16.4% Market Share - Has had massive success with their brand of
uncompromised luxury. Their most notable model is the S-Class line of full size sedans.
Mercedes tends to place more emphasis on luxury and less emphasis on sporty driving
dynamics (when compared to BMW, Audi, and Cadillac), yet the company has enjoyed
success with their AMG line of sport-tuned vehicles. Mercedes has also patented their own
form of all-wheel-drive; they call it 4Matic.

Audi - 10.1% Market Share - Offers a blend of luxury and sportiness that fits in between
BMW and Mercedes. In recent years, the brand has spent a lot of money developing their
patented all-wheel-drive system they call Quattro. Audi has a great reputation of making
world-class automobiles. Audi is the luxury version of Volkswagen. This creates a unique
problem because they need to differentiate themselves from Volkswagon while still making
Volkswagen appealing to its audience. Cadillac has a similar situation because GM owns
Cadillac as well as Buick, Chevrolet, and GMC.

______________________________________________________________________
The three brands above this line indicate the leaders of the segment and we consider them our
main competitors.
The three brands below this line we consider to be our secondary competitors.
Lexus - 16% Market Share - This Japanese brand was once seen as a step below the big
three mentioned above, Lexus has elevated its product line to the point that it can now be
seen as a direct competitor to Cadillac and the Germans. Lexus is the upscale brand to
Toyota, similar to Audi being the upscale brand to Volkswagen.

Infinity - 6.7% Market Share - Another Japanese brand, Infinity was a company that has
traditionally been seen as a step below the three German brands; Infinity’s newer offerings
are slowly helping the brand grow into relevance in this segment. Infinity is the upscale of
brand to Nissan. Most of their offerings place more emphasis on sporty driving dynamics
and styling than luxury - while still offering an appealing blend of the two.

Genesis - 7% Market Share - Genesis is the newest player in this segment and one of the
newest car brands introduced into the American market. The brand was formally launched
in the US market in August 2016. It currently offers two vehicles (G80 and G90). Genesis is
forging its reputation by bringing in some serious heavyweights in the automotive
industry. The former director of brand and design at Lamborghini, the head engineer at
BMW’s M (performance division) GmbH, and a VW executive responsible for designing the
original Audi TT and the new Volkswagen Beetle are all recent hires for Genesis. Time will
tell if Genesis is a legitimate player in this segment, but if their successful introduction is
any indication, it is.
Brand Opportunity:
The segment is currently dominated by three brands (Mercedes, BMW, Audi) that are
extremely similar with only the slightest variation in the most minor of details in their
execution. This fact is even more visible when we see that all three of these brands are
German. The fact that Cadillac is American further highlights our differences and thus
represents a unique opportunity for Cadillac. The overused formula of our main
competitors (bland yet well-made cars) offers Cadillac a great opportunity to separate itself
from the pack by offering fresh, technologically groundbreaking vehichicles with an
unmatched (and distinctly American) history behind it.

Brand Personality:
Confident
(Bold, Sophistication, Determination, Spirited)
Our vision for Cadillac is a brand that exudes confidence. It is a brand that is not afraid to
be a trendsetter, a leader, or an innovator. In fact, it is a brand that is DETERMINED to be
all of those things. It does not follow the pack, it IS the pack. Cadillac’s inspiration comes
from Cadillac, not from our critics, and certainly not from our competition. We are proud of
our rich history of making world class automobiles and we will certainly use that as
encouragement. But our focus is on the future. We don’t owe anything to anybody. We are
here to make the best cars on earth. Our way.

Positioning Statement:
To professionals between the ages of 28 and 45, Cadillac is the luxury car brand that has
defined American success for the last 100 years, it is the brand that best represents you and
your values, unlike our German competition that does not understand you because it is not a
part of our history.
We plan to pit Cadillac squarely against our German competition. We will make this an Us.
VS. Them situation. Something we have that they don’t is our heritage. We are American
and they are German. Americans are revolutionary, proud, powerful, and self-governed. It's
the land of excess. The land of the free and the home of the brave. Germans by contrast are
often criticized for lacking a sense of humor and too closely bound by rules, organization,
and structure. Americans are free thinkers, dreamers, and go-getters. If we followed the
rules there would never even have been a United States. We do things our way. Germany
has a culture but it is not OUR culture. Cadillac understands what Americans are because
Cadillac is American. Therefore Cadillac best represents our target audience and their
values.
 Perception Map

High Quality
Low Price High Price

Low Quality
Research

Simmons OneView:

Geographic

Lifestyle Statements
Purchasing Decisions
Mintel:

Survey Results:
Q1:

Q2:
Q3:

Q4:
What is your current profession, or if you are student where do you see
yourself within the next 5 years?

Q5:
 Majority of respondents own a Honda (12.5%) or Ford (9.3%).

Q6:

Mercedes (28.9%) tops as the first brand that come to mind when our
respondents were asked to think of “luxury” cars brands. Following is BMW
(18.6%), Lexus (10.4%) and Range Rover (6.2%).

Q7:
Q8:
Q9:

Q10:
When you hear the word “Cadillac” what is the first thing that comes to mind?

Q11:
Use two adjectives to describe a Cadillac owner:

Q12:

Q13:
Q14:

Q15:
Q16:
Q17:
Focus Group

Questions:
1. How do you personally define luxury?
2. What comes to mind when thinking about Cadillac?
3. What are qualities that you don’t like about a car?
4. What are qualities that you do like about a car?
5. Do people’s opinions of you and your car affect what brands you purchase when
consider purchasing them?
6. What would you change about Cadillac?

BRANDON--29, Director of Strategic Initiatives

1. High quality, more premium pricing, high focus on customer service
2. A brand that might be trying to hard. I feel like the Escalade is the only relevant
car, and its primarily due to rap music.
3. I don't have enough experience with the car to have a substantiated opinion.
4. They seem to fit the mold of "luxury". Made in the USA.
5. No, not necessarily.
6. I think I would just tell them to embrace what they are, and not to spend too much
time and energy in trying to flip their demographics ... seems expensive and a
waste of resources.

BRIAN--32, National Account Manager

1. Luxury to me is a balance between service and products. I think luxury is too
often defined by physical objects - the cars we drive or the jewelry we own or the
clothes we buy. Luxury doesn't have to be all about a brand that costs a lot of
money. Now don't get me wrong, I'd love to own a Rolex, but luxury to me is more
about taking a nice Caribbean vacation and staying at a Hotel that sets up your
beach chairs for you. It's getting a glass of champagne when you're flying first
class. As a dad with two kids, luxury is also going out to a nice dinner with my
wife. To sum it up, luxury to me is more experiential vs. tangible.
2. Cadillac - I think old people. I think old people that want to drive a nice, American
made car.
3. I don't like some of the new safety features that turn the wheel if you're too far
over to one side or shake the wheel to get your attention. Annoys me that I feel as
if I'm fighting with the car when I drive.
4. I like the technology. Good sound. Cool buttons and gadgets.
5. Yes. As a business professional, I feel the societal pressures of driving a nicer car
to showcase that I'm successful.
6. When people think luxury, I don't think people think American. I think they
immediately go to the imports - German (Porsche, Mercedes, Audi, BMW), Italian
(Maserati, Ferrari, Lamborghini) etc. I don't think they can compete there. They
 are going to have to find a white space that they can win and it may mean
affordable luxury? Have something that gives you a lot of the luxuries of an
import, but at a more affordable price.

ED-- 57 Director, National and Strategic Accounts

1. Something that makes me extremely comfortable and relaxed. Some others
acknowledge and want.
2. Old man’s car. SUV’s branded on Pro Athletes and Rappers.
3. Poor sight lines, confusing display, poorly placed cupholders
4. Sleek exterior, leather seats, decent gas mileage, reliability, extended warranty
5. Yes, I believe you are stereotyped basis the car you drive. Mercedes = wealthy,
Truck = Cowboy/Construction worker, Sportscar = mid life crisis!! (haha)
6. Need to rebrand to appeal to a younger audience. Redesign, Quality, hybrid
 Creative Brief
SITUATION: Cadillac is a well established brand that has had success selling vehicles in the United
states in the past. Historically, Cadillac has been a trend-setter in the luxury car category. Recently,
Cadillacs sales have dropped off as competition saturates the luxury car market. Today, Cadillac has
a crisis of image; they create and sell fantastic products but America's perception of the brand is
inhibiting sales. Our challenge is to change the way our target audience- males aged 28 to 45- view
Cadillac. If we are successful, we will bring Cadillac back to the top half of the luxury car market in
the United States and bring awareness to how much Cadillac has evolved over the years.

CULTURAL FUEL: America is a country that loves cars. Cars have been a focal point of our society
since the model T made purchasing a car a possibility for a massive segment of our population.
Americans love cars, and Cadillac makes some damn good cars. Americans also love America, this
may sound obvious or obtuse; but we can combine these two focal points of American culture to
craft a message that effectively represents our product. Cadillac is America's first and best luxury
automobile. Today, cars (especially in this segment) are expected to have it all. They must be safe,
reliable, sporty, comfortable, and packed with technology. That is the minimum that a car must be
in 2018, often times much more is expected by the consumer. On a larger scale, society is
continuously moving faster. People have less time and expect more than ever before. People today
seem to have less tolerance for failure than ever before. If something as expensive as a car turns out
to be a failure, it is extremely unlikely that that person will consider the brand again anytime soon -
this is partly why Cadillac has lost loyal customers in the last few decades; which is also why we will
place great emphasis on Cadillac’s rich history. Because if something was great for the last 100
years, it is safe to assume it will still be great today.

MARKETING COMMUNICATION PURPOSE: The purpose of our communication is to position

Cadillac as a upper class, luxury vehicle that is back in the young man's game. It is the perfect brand
to embody the newest era of American car culture. It is sleek, modern, and technologically up to
date. It is the perfect counterpart to a younger professional looking to be proud of the car they
purchased.

TARGET AUDIENCE: Our primary target audience are males from the ages of 28 to 45 who fall
under the upper middle to upper class. We want to specifically appeal to the youthful and affluent
individuals who are in the market for a new luxury automobile. They are working professionals,
likely to have started a young family, and are interested in purchasing a car that is tailored to not
only luxury, but safety. The image that is evolving within Cadillac reflects where they are moving
towards in life. The car is compatible to them as it is relevant in the technological trends, and are
modern and sleek to the eye.

CONSUMER INSIGHT: Men love cars; they are big, powerful and generally masculine. Cars can give
men a sense of power, authority and supremacy: Cadillac embodies these three adjectives. They like
to own tangible things that are in direct comparison to their flashy lifestyle. They also like to spend
their money wisely as they are just starting to be settled within their career. They like to show off
their hard work and have that reflect in both their professional and personal lives. When a man
buys a cadillac they buy a sensation, a feeling, a lifestyle. That is why men buy Cadillacs.

COMPETITION: Cadillac’s primary competitors are BMW, Mercedes Benz, and Audi. BMW has
remained the largest competitor for many years as they have carried their sporty reputation
throughout. Mercedes and Audi are also a luxurious sports car constantly working on improving
their image and appealing to the audience. They, as a whole, have been well-known, well- trusted
brands of luxury cars that a lot of consumers feel empowered when driving. Cadillac’s secondary
competitors are Lexus, Infiniti, and Genesis. Lexus and Infiniti are Japanese brands that are
considered upscale vehicles, and are still growing in relevance. Genesis has a lot of potential
opportunity as the two cars they are currently offering are designed similarly to some of the most
luxurious ones on the market today.

COMMUNICATION PROBLEM: Our competitors’ reputations are almost impeccable. BMW, Audi,
and Mercedes are regarded as some of the best cars one can buy. They are marvels of technology
and engineering. Their designs are proven and respected. Therefore, it will be hard to convince
people to deviate from their winning formula. Our communication problem is that Cadillac has been
making comparatively boring, uninspiring, “old man cars” for about decade from the mid 1990’s to
the mid 2000’s. Only within the last 12 years has Cadillac started making youthful, performance
oriented cars that can truly compete with its German competitors. Since this shift has occurred so
recently (in automotive terms), most people are unaware of Cadillac’s new direction, or do not care
to alter their preconceived idea of the brand (old, lacking technology, etc.)

BOTTOM LINE:

Focus of Sale: Cadillac makes cars that best represent the style and success of the
American professional, just as it has done throughout the last century.

Support: Cadillac has a long history of making innovative, stylish, sexy, american luxury
automobiles. We want to remind people about or impressive past in order to convince
them of our limitless future.

Tone and Manner: Our tone will be confident and proud. Cadillac has a long history of
making world-class automobiles and that alone warrants this tone. We will be assured in
our manner that we make great cars that people want and are proud to drive.

Brand Personality: Modern, Sleek, and Uniquely American. There will also be great
emphasis placed on our rich past inspiring and even brighter future.
 PRINT ADS

CADILLAC COPY, PRINT AD #1

“Throughout history many things have changed, only one thing have stayed constant;
Cadillac is the ultimate symbol of American success. Paving the way to a better America,
our cars are nothing like you’ve seen before. We were there for you then, and we’re here
for you now. Join the Legacy.”
 CADILLAC COPY, PRINT AD #2
“Cadillac has been American an icon since the dawn of the automotive revolution. We have
seen the best and worst of this great nation. We witnessed the glory of the twenties, the
hardships of the thirties, the pain of the forties, the redemption of the fifties, the revolution
of the sixties, the turmoil of the seventies, the uncertainties the eighties, the advancements
of the nineties, the unification of the two thousands: and through it all we were there.
Providing automotive innovations for generation after generation of american. We have
always stood by America, and today, we stand with you, by bringing you the newest
generation of American luxury and innovation.”
DIGITAL ADS
TV Ad #1
This ad will take the viewer on a “drive through time” which is a major theme throughout
the campaign. The ad will begin by showing a young man in our target audience driving
home from work. He is using Cadillac’s newest groundbreaking feature: SuperCruise - in
which the vehicle drives itself while the driver takes his hands off the wheel and feet off the
pedals (this feature is an industry first). As he is “driving” down the road something
profound begins to happen. Time begins to bend, the scenery changes - everything is in
black and white, cars around him change too - all are early automobiles from the early
1900’s, everything is different. After a few seconds the scenery changes again - this time
everything (cars, people, etc.) are in the style of the 1920’s, then the 30’s, then the 40’s and
so on; as he is “driving” through the decades he is passing billboards, each of which has the
Cadillac industry-leading innovation of that time (First electric self-starter and electric
lamps - 1912, First tilt and telescoping steering wheel - 1937, First automatic climate
control and heated seats - 1955, First air cushion restraint system - 1970, First night vision
use in a car - 1995, First Magnetic Ride Control - 2001, etc.) as he passes the final billboard
that reads “First semi-autonomous driving technology” (the feature he used to take the
“drive through time”) the trip concludes. The camera pans out to a wide view of the car
driving down the highway (still without input from the driver). The ad ends with the
Cadillac logo proudly displayed on-screen and a narrator that voices “join the legacy”.

TV Ad #2

This ad is meant to evoke strong feelings within the viewer - especially feelings of joining a
legacy and being a part of an exclusive club of high-achievers. This ad will fit the theme of
the previous TV ad (shown above) in that it takes the view on trip through the rich history
of Cadillac. It will begin by showing a proud looking man standing next to his Cadillac, the
picture is clearly from the 1920’s - based on the car and the mans fashion. The next picture
will be of another proud looking man, standing next to his impressive Cadillac - this time in
the 30’s, and 40’s, there will also be a picture or two of celebrities from past decades
standing next to their Cadillacs. This theme will continue until the current decade where
there will be a lone Cadillac - our newest model, with nobody standing next to it. Up until
this point there will have been emotional and slightly powerful (emotionally-speaking)
music playing in the background. Now the narrator will confidently say: “join the legacy”.
This is meant to create the feeling within the viewer that he could be next, he could be the
next person to say “I made it, here’s my Cadillac” and take his own iconic photo.

*It is important to note that throughout most of last century, owning a Cadillac was a
symbol of power and prestige. The name Cadillac became synonymous with success. The
purpose of this ad is to reintroduce this connection of Cadillac and success to our target
audience.

“TAKE A DRIVE THROUGH TIME”

Promotional Event
Our “Take a Drive Through Time” event will incorporate many of the themes central to our
campaign. Firstly, there will be a lineup of all of our past models that introduces industry-
first technology. These will be arranged by order of decade in which they debuted - 20’s,
30’s, 40’s, etc. The final car will be on a raised platform and will be our newest model - the
CT6 - which just this year debuted with the industry-first semi-autonomous driving
technology (highlighted in TV Ad #1). Next to the vehicle lineup there will be a car
simulator that will offer the participant the opportunity to test out this new self-driving
technology for themselves. The simulator will feature a full interior of the actual CT6 sedan,
and will also allow the participant the opportunity to drive the vehicle in a realistic
situation. There will also be an area set up with well-dressed Cadillac employees to tell the
guests more about Cadillac’s history and latest offerings. These events will take place in all
of our spot markets - New York, Boston, Philadelphia, Washington DC, and Chicago.

Media Plan
GEOGRAPHY:

Spot Markets: New York, Boston, Philadelphia, Washington DC, and Chicago

We chose these cities because we want to advertise heavily in the north east and increase
our SOV and SOM in that particular region.
The main resurgence of Cadillac will take place in the Northeast’s big cities and
surrounding suburbs. New York, Philadelphia, Washington DC, Boston, Chicago and
minneapolis will all be considered areas of greatest interest for the brand moving forward.
These locations have been chosen because of a combination of location, sales history, and
average income. Cadillac has traditionally held a strong presence in this part of the country.
Additionally, Cadillac’s headquarters has been moved to New York within the last year,
signifying that Cadillac claims that part of the country as its own. Many of these cities also
have very high average household incomes which signifies a strong potential consumer
base. Cadillac has always been the favorite of businessmen and successful people in
general. These ties have always led back to the financial and professional industries that
tended to reside in the Northeast for the last century. These industries still remain in these
cities and employ much our target audience. And because a constant theme throughout our
campaign is nostalgia and connection with our rich history, we believe the Northeast is the
logical geographical choice for the brand.
SCHEDULING AND TIMING: We will use a combination of continuous and flight schedule
to maximise our message penetration. Our we will maintain an event advertising schedule
throughout the year with an increase in ad distribution for christmas, and memorial day
through the 4th of july. We chose christmas because of the increase in automotive sales
during that time of the year, and the fourth of july and memorial day because their patriotic
sentiment will match our creative executions. In order to most effectively get our message
across for the holiday car buying rush, we will “build up” our advertising in the months
preceding it. New Cadillac ads will start to appear in all forms as early as September. In
October our frequency will increase. By November both our frequency and reach numbers
will be at their apex, just in time for the holiday car buying rush. Frequency and Reach will
remain high throughout the month of December. We will repeat that cycle for the months
of may through the July to capitalize on memorial day and the 4th of july. We will give
ourselves time to evaluate message effectiveness so that we can ensure a maximum ROI
while at the same time eliminating wasteful spending.

MEDIA MIX: Based on our findings form Ad$pender, Cadillac spends a vast amount of its
advertising budget on television advertising. The television ads are runof the mill car ads
promoting cadillacs new cars, or best selling vehicles. Cadillacs target demographic
included older individuals for whom television is still an important part of their lives. This
older demographic also created the necessity for cadillac to spend heavily on magazine
advertisements.

We are going to be advertising to a younger target audience, therefore we shall be changing

the media mix that we use in order to maximise messaging effectiveness. We will still use
Television and magazine advertisements, but we will reduce spending on these two
mediums to free up capital for digital media. Our target audience has a social media
presence and we can influence them through mediums like Facebook. We will feature short
video ads that will coincide with our television campaign, and banner ads that promote our
products.

TIMING AND PURCHASING CYCLE: Cadillac has a consistent purchase cycle throughout
the year. There are a few months where sales increase because of various circumstances
like major holidays. According to our research the most popular time of the year to buy a
car is in december. With this in mind we want to launch our campaign in october of 2018,
so that we can evaluate it for a month before the peek purchasing season. Our product is
resistant to seasonal purchasing cycles. A car is used year unlike some products that are
affected weather or seasonal styles.

REACH: Our reach goal is to maintain a high reach nationally and maximise our reach in
specific localized markets. We want to start the fiscal year with a reach of (60-70) percent,
and we want our reach in our specifically targeted cities to be (70- 78). We want to
maintain our national reach for the entire fiscal year, while reducing our reach in the
targeted cities to 70 percent for the months of October, January, February, August and
September.

FREQUENCY: 3.1
Our base frequency will be 3.1- ostro model calculations below- and we plan on
maintaining that frequency for most of the year. We will only increase frequency during
peek purchasing months. We have identified these months and November, December, and
April and May. During these months we will increase our frequency to a modest 3.4. The
rational being that November and december are holiday months, and the months of May
through July feature two more holidays that match up well with our creative.

Marketing Factors:
• Established brand: -.2
• High market share: +.1
• Dominate brand: +.1
• High brand loyalty: -.1
• Long Purchase cycle: -.2
• Product usage:+.2
• Need to beat competition: +.1
Total: 0

Copy Factors:
• Complex copycopy: +.1
• Copy more unique than the competition:+.1
• Continuing campaign: +.1
• Product sell copy: +.1
• Single kind of message: -.2
• To avoid wear out: -.1
• Larger Ad units: -.1
Total +.1

Media Factors:
• Ad clutter: +.2
• Compatible editorial: -.1
• Attentiveness: .-1
• Continuous advertising: -.1
• Media used: +.1
• Media repetition: -.1
Total: 0

Frequency total: .1 + 3.0 + 3.1

EXECUTIONS: We will utilize a mix of TV, print, and digital ads throughout our campaign.
All of our ads will show off the sleek design of our newest models. Because our campaign
leans heavily on Cadillac’s rich history, we will draw many comparisons to past Cadillac
models. The brand has also been defined by themes of luxury, style, timelessness, class, and
presence. These themes have not changed throughout the last century, they will still be
used in our newest ads - further strengthening the connection between old and new.
Cadillac has always been the preferred automobile of successful businessmen, therefore we
will show well-dressed men driving Cadillacs throughout history, and it will become
obvious to the viewer how little has changed over the years. This will make them feel part
of a long line of successful men driving Cadillacs. Our competition makes good cars, but
they do not have the longstanding connection to America that Cadillac does.

BUDGET:

Television: $38,000,000 Digital: $15,000,000

Print: $10,000,000 PR: $7,000,000

Total Budget: 70 million (16% of revenue from 2017)

• Distribution: National Advertising: 80% (56,000,000), Regional Advertising: 20%
(14,000,000)
• Our goal is to increase Cadillacs share of the market by 5% for FY 2018-19

CAMPAIGN TIMELINE
 Works Cited:

“General Motors Buys Cadillac.” History.com, A&E Television Networks,

www.history.com/this-day-in-history/general-motors-buys-cadillac.

Korn, Morgan. “5 Auto Trends to Watch in 2018.” ABC News, ABC News
Network, 27 Dec. 2017, abcnews.go.com/Business/auto-trends-watch-
2018/story?id=51987894.

Parkin, Rich, and Reid Wilk. “2017 Automotive Trends .” Stratagy&,

www.strategyand.pwc.com/trend/2017-automotive-industry-trends.

“The Continual Innovation and History of Cadillac.” GearHeads.org, 1 Apr.

2017, gearheads.org/history-of-cadillac/.

“THE 2018 CADILLAC XT5.” Cadillac: Prestige Cars, SUVs, Sedans, Coupes &
Crossovers,
www.cadillac.com/?ppc=GOOGLE_700000001297222_71700000013648963_
58700001100199606_p9946803765&gclid=Cj0KCQiAw9nUBRCTARIsAG11ei
c43Bx5C2sR6R4NypbVqIvKBSFrv3CQnJMMwX_XviFvyImKc_0DqoYaAgFFEAL
w_wcB.

Wadhwa, Tina. “Casinos, Cigars, and Climbing Gyms: Here's What Your Car
Can Say about You.” Business Insider, Business Insider, 19 Oct. 2016,
www.businessinsider.com/four-square-car-data-reveals-consumer-insights-
2016-10#chevrolet-owners-are-older-people-who-are-likely-to-recycle-and-
eat-at-tim-hortons-1.