Cadillac Wows with a Multidimensional Ride-and-Drive - Event Marketer

Cadillac Wows with a Multidimensional Ride-and-Drive

AMCI- Cadillac Event, 2004
Brand: CADILLAC
Agency: AMCI
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2006

Solidifying its luxury cred among such brands as Mercedes-Benz, BMW, and Lexus was the goal. And non-Cadillac drivers in the all-important Southern California market were the target.

So Caddy set up shop at a decommissioned military base for a multidimensional ride-and-drive. Visitors passed through a security checkpoint to enter and discovered a huge branded facade in front of the event’s 10,000-square-foot main tent. Participants had the chance to compare Cadillac vehicles against top competitors on a specially designed driving course, with guidance from professional driving instructors.

“As a result [of the event], Cadillac has significantly grown opinion, consideration and intention measures among thousands of non-Cadillac luxury buyers, and generated incremental sales,” says Jennifer Cadicamo, Cadillac sales promotion manager.

Specifically, 73 percent of attendees were impressed with Caddy’s performance compared to the competition, 76 percent said they would be more likely to purchase a Cadillac, and 38 percent said Cadillac would be their first choice for their next vehicle purchase.

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