We realized we could “shorten” the wait and intensify desire by promoting the specialness and rarity infused in these Cadillacs. In 2021, with this as our backdrop and within our I-want-it-now culture, we had to convince thousands of potential customers that four never-been-seen-before Cadillacs were worth waiting for.īut we centered in on a human experience insight: no one likes to wait… but anticipation is a pleasure. And quality scores were also low, with Cadillac just one point above industry average in the 2020 J.D. In 2020, brand opinion was less than half that of top tier makers like Audi, BMW, Mercedes and Lexus (Cadillac at 15 points, vs top tier lux brands at 30+ pts, per internal brand tracking studies). In 2019, market share dipped to just 7% of the luxury market. Why wait months on end for sight-unseen Cadillacs?įor a brand that once set the standard in American luxury, a name synonymous with success and having “made it,” Cadillac more recently suffered from both low sales and low opinion.
Our audience was as spoiled as Veruca Salt: “I want it now!” Luxury customers who can afford almost anything and are accustomed to both variety and plentiful inventory. Critically, we drove immediate brand and business growth following our activation, including an unaided brand awareness lift of 4.1 pts, and significant increases in running shoe sales and share of market in running shoes for The North Face. Our alternative approach made the ‘medium the message’ and got over half a million people running further, together, for more than 35 million miles, across 5+ countries. The Strava partnership was supported by endemic print partnerships, extensive paid social campaigns across multiple platforms, and premium programmatic placements. Top route times were dynamically inserted into the DOOH creative near the actual routes, but more uniquely, we used Strava running data to choose DOOH, poster, and murals location placements to ensure our ads were seen by runners, not just walkers and drivers. We developed a bespoke partnership with Strava (a mobile exercise app), including TNF-branded running challenges. Knowing that our running target audience was more active than ever during the pandemic, as well as over-indexing on technology and gadgets, led our approach. This campaign launched The North Face’s new trail running shoe, the Vectiv, designed to propel those that wear them further with each and every stride, in Europe in Spring 2021.
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