Cadillac Promo, Case study CADILLAC REBORN PROJECT by Taiyo Kikaku Co.

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CADILLAC REBORN PROJECT

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Industry Cars
Media Promo & PR, Case study
Market Japan
Agency Taiyo Kikaku Co.
Director Eiji Tanigawa
Producer Takao Inoue
Editor Hiroyuki Sakai
Released December 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: GENERAL MOTORS JAPAN
Product/Service: CADILLAC SRX CROSSOVER
Agency: TAIYO KIKAKU
Date of First Appearance: Dec 2 2010
Entrant Company: TAIYO KIKAKU, Tokyo, JAPAN
Planner: Junichi Saito (CyberAgent)
Planner: Kazumichi Minato (CyberAgent)
Planner: Saura Ishii (Taiyo Kikaku)
Agency Producer: Yoshihiro Sakai (CyberAgent)
Agency Producer: Sogo Ichihara (CyberAgent)
Director: Eiji Tanigawa (Taiyo Kikaku)
Assistant Director: Miho Tsuchiya (Taiyo Kikaku)
Cinematographer: Shinya Matsuo (TSP Engineering)
Producer: Takao Inoue (Taiyo Kikaku)
Editor: Hiroyuki Sakai (Image Studio 109)
Production Manager: Yoshinari Hama (Taiyo Kikaku)
Media placement: AR - Roppongi Hills, Tokyo - 2/12/2010
Media placement: Website - Web - 2/12/2010
Media placement: IPhone App - Web - 2/12/2010

Insights, Strategy & the Idea
“Too big” “Terrible mileage” “Frequent break down”.
These incorrect preconceptions are the reasons why the Japanese market is struggling.
To sort out this misunderstanding, we passed on the real attractiveness of CADILLAC by making full use of any means of measure.

Creative Execution
We produced an unexpected encounter with the CADILLAC by Augmented Reality using iPhones and iPads.
We made a structure where people who’ve experienced the surprise, spread the information through their social network and shared the subject. Also, we collaborated with premium brands that our targets are interested in, and made many opportunities to experience Cadillac.

Results and Effectiveness
As a result, the traffic to the website increased drastically.
It was picked up by various media and was spread through social networks by users.
The Japanese welcomed a brand new CADILLAC, and it renewed the image for the vehicle.