Cadillac Maureen Bickford National Advertising Manager January 23, 2008.

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Presentation transcript:

Cadillac Maureen Bickford National Advertising Manager January 23, 2008

2 Our Mission Reignite the Love Affair with Cadillac. Target young-at-heart, affluent, import-oriented consumers Interrupt the busy life of luxury buyers – in the right places at the right time Connect with the target audience using the right tone, look and feel Change the misperceptions of our brand Give permission to luxury buyers that it’s okay to drive a Cadillac

3 Marketing Goals Increase Conquest Rates Decrease Median Age Improve Key Image Measures

4 Target Mindset: “Perpetual Strivers” “Life isn’t just the end result. Life is the journey.” “Alpha Move Ups”“Alpha Moms”“Alphas” Driven, self-determined and self-directed. Success is a result of their action, attention to detail and willingness to make sacrifices to achieve the greater goal. Challenge is greeted as opportunity. They are constantly striving, regardless of their level of success or the score. Choices across brands reflect their individuality and willingness to take risks to achieve the right kind of rewards. They gain social currency with the things they are interested in.

The Cadillac Marketing Touch-points RADIO FILM FESTIVALS PROMOTIONS OUTDOOR INFLUENCER PROGRAMS TEST DRIVES TV “BEST OF THE BEST” ENTERTAINMENT GOLDEN GLOBES SUPER BOWL OSCARS ON-LINE ADVERTISING CADILLAC.COM DIGITAL SOCIAL NETWORKING PRINT

6 mycadillacstory.com

7 mycadillacstory.com Videos

8 Cadillac Digital Strategy mycadillacstory.com – The Vision Develop Content/ Seek Storytellers Joan Jett, Travis Barker Dana Buchman Jay Leno Wynton Marsalis Determine Distribution Network GoogleGoogle Develop Marketing Plan TV Tags, Print Ads, On-Line Media Banners, CRM Sustain Plan and Encourage Growth Invite Consumers to Generate content By telling their stories Provide an Interactive space where consumers can emotionally engage with Cadillac, ultimately creating a stronger, wider network of advocates for the brand.

9 mycadillacstory.com

10 Cadillac / You Tube Branded Channel

11 The best Cadillac stories are lived and shared. Share yours at mycadillacstory.com Thank you.