There were many memorable marketing campaigns in 2005, but here's one that stands out...kudos to a company and agency who understand people consider facts but BUY on emotion. This is such a simple yet powerful marketing concept.
Cadillac, along with agency Leo Burnett, realized it was considered a luxury brand but didn't get any credit for the performance aspects of their cars. Competitors like BMW were winning based on a public perception of luxury and power.
To combat this, Cadillac and Leo Burnett came up with a brilliant marketing idea. Instead of talking about 0 to 60 in five seconds, let people experience 0 to 60 in five seconds. They produced a number of five second television commercials doing just that (and changed the way networks think about selling ads at the same time). The campaign also incorporated other ways to experience just how fast 60 seconds is.
Simple, but brilliant. For the first time, people were exposed to the performance side of Cadillac. But not with facts and figures about torque and horsepower, but by experiencing the power of 5 seconds.
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