Cadillac is on a mission to convince young people that its cars offer stylish luxury. Its latest content offering aims to straddle the line between image advertising and product information.
Three brand-new longer-form videos released this week placement Cadillacs as conveyances for urban adventurers while strolling viewers through numerous of the cars’ features. At a length of roughly 2:30 each, videos for the Cadillac ATS, CT6 and XT5 Crossover prove to attractive young people on country getaways or rendezvousing in remote locations.
The videos were posted to YouTube along with paid support. They’re likewise available for regional dealers to write-up on their own websites, too as appearing on Cadillac.com.
According to Eric Jillard, Cadillac director of brand execution, “people are going to YouTube to look for vehicle content. We felt it was vital to tell our automobile story in a method that would certainly be entertaining, emotional and rich.”
The videos were developed by Zacaroli LLC, a brand-new shop dedicated to long-form brand content. Founder Scott Zacaroli served as creative director and directed the spots.
“We’re covering a great deal of content in to a story to make it a little much more entertaining to take in,” Zacaroli says. “You have actually a culturally sophisticated buyer and a brand that must look and feel rather sophisticated.”
Publicis Worldwide, named Cadillac AOR last December, was not straight involved. Jillard had worked along with Zacaroli prior to and says Publicis was “engaged on the spine end. We feel Scott’s job and expertise along with this type of long-form content actually complements exactly what our AOR Publicis is carrying out for us at a brand level.”
Made for Millennials and GenY
The videos are section of a content push that Cadillac began last year to attract younger consumers. In February, Cadillac relaunched its digital hub, DareGreatly.com, in conjunction along with the release of a brand-new campaign throughout the Oscars. TV spots from Publicis promoted the 2016 Cadillac CT6 sedan and the Cadillac XT5 crossover. The campaign features young innovators, including 19-year-old Easton LaChapelle, inventor of a brain-powered, 3D-printed prosthetic, and 22-year-old longevity researcher Laura Deming.
However, the most recent videos do not appear on DareGreatly.com. Jillard admits that having dueling websites is not ideal. The strategy is to tell the lifestyle story on DareGreatly.com, along with each video featuring one vehicle. Videos will certainly consist of a “discover more” call to action that will certainly send viewers to Cadillac.com, where they can easily see the Zacaroli videos, too as access much more standard product information. “We believe of these videos as section of the shopping process, and Cadilac.com is the shopping site,” he says. “Having one site that actually tells the brand story in a deep and engaging method is a big section of our content strategy.”
In search of cool
In the past year, Cadillac has actually been relentless in its drive to reach Millennial and GenY consumers. It moved its global headquarters to brand-new York’s SoHo district, and in July, it will certainly open an “experience center” on the office’s ground floor. That focus will certainly consist of the Retail Lab, a routine along with the Council of Fashion Designers of America that lets 6 designers a year open pop-up shops in the space while providing mentoring in company development, marketing and PR — plus a $75,000 stipend from Cadillac.
The brand likewise expects to do one more engagement along with Condé Nast’s branded-content offering, 23 Studios. The very first round included videos of Condé editors “daring greatly.”
It’s every one of section of making the brand feel aspirational to young people, Jillard says. “We keep on to be a brand that lacks relevance along with the audience we should be successful if we’re going to thrive in this company — a younger, urban audience.”
While Cadillac will certainly keep on to usage television advertising, he adds, “Digital is where we reach active, in-market shoppers. Films enjoy these will certainly be where we invest in telling our product story.”