Shanghai General Motors’ luxury auto brand Cadillac has launched an integrated marketing campaign for its CT6 sedan in China.
Led by Leo Burnett Shanghai, the campaign leverages what it calls “New American innovative technology” to enhance luxury brand positioning for the CT6 among Chinese consumers.
The commercial opens with a noisy party scene, where people are celebrating a business triumph. Suddenly, the entire party scene freezes, with the exception of only one man. He begins to remove his tie, and moves through the frozen scene as a voice over says, “when yesterday keeps you from moving forward, pay no attention.” The man exits the posh party into the unknown future, his next conquest in his CT6.
Rocky Hao, executive creative director of Leo Burnett Shanghai said, “Through this commercial we hope to show people the new American spirit of both the CT6 and those who own one. As Cadillac’s flagship sedan, CT6 consumers are pioneers with an entrepreneurial spirit. They are not satisfied with the restraints of commonly defined success. They are always looking to break through the status quo and pursue new challenges. It requires great courage to face an unknown future, especially for people who have already achieved certain heights of success and comfort in their lives.”
Leo Burnett Shanghai won the Cadillac CT6 business at the end of last year, and is responsible for building up its integrated marketing campaigns in 2017, to engage more Chinese consumers.
Angie Wong, managing director of Leo Burnett Shanghai said, “Cadillac is often seen as a sedan for presidents and the ultra-elite, but most people in China don’t really know what the brand stands for. During our research we found that ‘American luxury’ is often defined by technology. That’s why CT6, as the flagship sedan, is equipped with Cadillac’s most brilliant technology, which is widely recognised by the auto industry.”
After the commercial launch in April, a further series of communications will roll out. A “High-tech agent” theme will be executed on social media sites like Zhihu, by social media agency Pro-Trend; test-drive PR events will be offered in different cities; and function-focused commercials will be launched in May.
The commercials were shot in New York City by the Leo Burnett team, and features the iconic Grand Central Station, the Brooklyn Bridge, Manhattan Island, and all the energy and bustle of the Big Apple to highlight the luxury, style and energy of the CT6.
Advertiser: Shanghai GM
Brand: Cadillac CT6
Creative: Leo Burnett Shanghai
Managing director: Angie Wong
Business director: Laurent Wen
Account director: David Dai
Account executive: Rena Zhao
Executive creative director: Rocky Hao
Group creative director: Eric Sun
Creative director: Frankie Qian
Associate creative director: Kyle Cai
Producer: Ray Chang
Head of planning: Icy Li
Planning director: Mike Mou