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| Print |  | | |   | | Radio | | | |  Lindsay Cadillaction
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Campaign:
Create a new advertising/branding campaign to differentiate Lindsay Cadillac from the other Cadillac dealers in the market. The campaign began on October 1, 2007.
Overview:
Lindsay Cadillac’s sales had become flat and market share had started to decline.
Objective/Strategy:
Our objective was to develop a breakthrough brand marketing campaign for Lindsay that would brand Lindsay as “the place to get the car you want, for the price you want.” More specifically, “the car you want, at the payment you want.” The campaign was developed based on CNW Marketing Research’s finding that the most important attribute for car shoppers was a Low Monthly Payment.
For this brand campaign to be successful it had to be something that Lindsay Cadillac could take ownership of for a long period of time. It had to be flexible enough to be applied on all of the various Cadillac models they sell during various times and promotions throughout the year. Most importantly we wanted to create a promotion that would grab people emotionally, something they would remember and grasp easily. Based on these objectives, we created “CADILLACTION”.
Simply put Cadillaction is “the Cadillac You Want at the Payment You Want”
Tactics:
To successfully roll out this program, we first met with the sales staff and described the Cadillaction program and explained that Cadillaction wasn’t just a catch phrase or buzz word; it was a way to engage the customer, a sales tool. Cadillaction was a promise to their customers and a conversation starter.
Cadillaction radio spots and print ads were created and added to the existing media plan. We carried the creative buzz from the media campaign into the showroom with Cadillaction P. O.P throughout the dealership including: Car Toppers, Desk Toppers, Framed Posters and Large Window Clings as well as Cadillaction buttons for all the employees to wear.
Success:
The branding campaign proved to be a huge success as sales for the first month of the program reached a twenty-two month high! The feedback from even the most skeptical of sales managers has been nothing but positive.
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