Cadillac: Berlin Next
Berlin Next was a multimedia event in which Cadillac’s design transformation was matched to innovative entrepreneurs transforming the city of Berlin. Each week, a new subject was profiled in a 7-part TV series aired on German network RBB, cross-promoted in major newspapers Die Welt and Berliner Morgenpost, discussed in blogs/social media, and featured at VIP and street events. The campaign ended with a party available only by online invitation, broadcast live on RBB regional radio. The result was a 55% jump in test drives and 36% increase in sales.
Segment from the RBB television series Berlin Next, featuring fashion mogul and DJ Timo Röpke. To maintain brand sophistication and avoid overt marketing cues, Cadillac models are quietly present in each episode, but are never promoted on camera, or by the personalities being profiled.
Simultaneously with Berlin Next, the CTS was launched via a large-scale print campaign that included brand and feature-specific executions for different regions. Radio, digital, out of home, catalog and POS were also coordinated to provide a consistent and compelling identity, centered on Cadillac's design transformation.