Cadillac Promo, Case study CADILLAC ASKMEN by Cossette Montreal

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Industry Cars
Media Promo & PR, Case study
Market Canada
Agency Cossette Montreal
Released September 2010

Credits & Description

Category: Best Use of Branded Content
Product/Service: CADILLAC
Date of First Appearance: Sep 8 2010
Entrant Company: COSSETTE MEDIA, Montréal, CANADA
Entry URL:
Account Director: Laura Araujo (COSSETTE MEDIA)
Media Supervisor: Martin Lechasseur (COSSETTE MEDIA)
Account Director: Karl Berthomé (TRANSCONTINENTAL 360°)
Advertising and Promotions Director: Armando Gomez (ASKMEN)
Media placement: Internet - - September 8, 2010

Insights, Strategy & the Idea
Seeking to re-establish its luxury characteristic with a younger target in a highly competitive segment, General Motors of Canada launched the all new 2011 CADILLAC CTS Coupe in the fall of 2010. Targeting French, professional, upscale men, the CTS Coupe had to stand out and be positioned as a lifestyle leader.

The CTS Coupe target is a busy, active man, who is very selective with what occupies his time. He is less exposed to most media platforms, with the exception of Internet and out-of-home, and is an avid reader who keeps abreast of social/cultural activities via specific websites, newsletters, blogs and forums.

Quebec being a French province surrounded by English Canada and US markets, research confirmed that the target was sourcing English lifestyle sites due to the lack of French content. Thus, we approached the #1 English lifestyle website, and developed a unique French section with original Quebec content.

Creative Execution
In collaboration with Askmen, we created the first French custom content, outlining the best places in Quebec: fashion accessories/tailoring, cocktails, gourmet restaurants etc. Presentation was essential; hence short editorials with key information, photos and premium videos designed especially for this project were used. Lack of time being a part of our target’s life, we needed to provide him with quick and useful content - easy to read, to share and to act on.

Once the content was published on the website, we went beyond the target’s information search process and followed him throughout his leisure time via out-of-home in restaurants, bars and shopping areas, reinforcing the association between CADILLAC and lifestyle.

Finally, the experience culminated with another first: an Askmen VIP Signature Event in Montreal sponsored by CADILLAC, where readers could fully experience the “New Classics”. Fashion/lifestyle experts provided tips on wines/cocktails, tech gadgets, fashion and of course, CADILLAC products.

Results and Effectiveness
This project allowed us to bring the plan to life, engage the target and blur the lines between advertising and content. It presented new and relevant information in an entertaining manner. Furthermore, we filled a gap in the market by creating and providing much needed French content to an extremely niche target group.

Overall, this new section has been seen by more than 40,000 unique visitors who watched 25,000 videos, both numbers being outstanding in Quebec. The event gathered more than 150 lucky winners who experienced the CADILLAC lifestyle and received free media coverage by radio anchors and web blogs.