Cadillac

Brief

To launch the brand new Cadillac XT5 in the Middle East, we were briefed to create a campaign that will engage consumers and generate word of mouth.

Idea

We launched "The Pursuit of Next", a campaign built around the personal initiatives of 3 of the most respected influencers in the Middle East - Ascia (fashion & lifestyle), Karen Wazen (lifestyle, family), Shamekh Bluwi (artist).

The videos showcased how the XT5 can support your passions and plans, no matter what the day looks like.

Results

The campaign ran on TV, OOH, print and social media. 5+ mil views. Cadillac sales year on end increased 12%. XT5 sold 27% over initial estimations.

Relevance

This was one of the first influencer-led campaigns in the Middle East.