ABOUT

Despite Cadillac rich history, most luxury, automotive buyers don’t consider Cadillac a true Tier 1 luxury brand or a brand for them. And with the brand’s shift to electric vehicles, they have little to no knowledge of Cadillac’s approach to EV and their new vehicle lineup. To create emotional demand, Cadillac set out to showcase its maverick mentality on display at marquee, must-see events for Tier 1 luxury buyers.

So, for the second consecutive year, Cadillac leveraged its curatorial partners and multi-year sponsorship of the US Open, to dominate the conversation and electrify the tournament in a way that was bold, daring, and unexpected.

With a powerful, 360-degree integrated takeover, we blanketed the entire tournament in Cadillac branding, from pre-activation to post activation. The experience featured strategically placed electric vehicle displays, a jaw-dropping immersive theater experience, VIP hospitality for celebrities and influencers, on-court net signage, stadium takeovers, a 200+ VIP vehicle fleet, evening curatorial partnership events, content with tennis brand ambassador Francis Tiafoe, and a special celebration of 50 Years of US Open Pay Equality featuring two icons of the sport, Billie Jean King and Venus Williams.

Impact

Throughout the 20-day activation, Cadillac hosted thousands of people on site and reached 1.86 billion people via broadcast coverage and organic social. Most importantly, among consumers who interacted with the brand, Cadillac saw double-digit lifts in both awareness of the EV lineup and the perception of Cadillac being a brand for them.