Repositioning an Icon.
A symbol of American industry, Cadillac is in the middle of resurgence. Once again building superior product and offering up exemplary design, Cadillac has all the potential to become the next big comeback story in the automotive industry, yet it lacks proper cultural credentials to fall in the consideration set of the ideal target consumer: high-net worth, young professionals.
To inaugurate a brand renaissance for Cadillac, Team Epiphany drew on insights around the new ideals and values that define contemporary luxury: a new target audience; new standards; new kinds of influence.
The power of subtlety.
Contemporary luxury has shifted from loud logos and flashy bling to discreet details and subtle superiorities that are recognizable only to those “in the know.” While Cadillac has timeless brand recognition, to bring that brand into the modern era of luxury, it was imperative to create limited-access engagements with a highly selective group of influencers that fostered a halo of exclusivity and covetability.
Luxury Lives Everywhere.
Today’s luxury consumers, and the influencers that impact their aspirational ideals, are polymaths. They are entrepreneurs, creatives, collaborators. They expect the luxury brands they support to be as versatile. That’s why Team Epiphany paired Cadillac with cutting-edge brands leading the luxury renaissance outside of the automotive lane: with fashion influencers including CFDA Award-Winners Public School, Nick Wooster, and more.
A New Generation.
The Cadillac brand of today is not the Cadillac brand of the last generation. High-impact, urban-minded and multicultural influencers played a central role in introducing our new target audience—a highly sophisticated, diverse and worldly generation of luxury consumers—to a new era of excellence.
Cadillac was integrated into new realms of culture through several Team Epiphany-led activations.
For New York Auto Week, Team Epiphany crafted a unique influencer program highlighting Cadillac’s ELR—an upscale electrified coupe. Four highly-influential photographers—Liz Eswein, DJ D-Nice, Jonathan Mannion, and 13th Witness—were enlisted to document a week with the car, resulting in one-of-a-kind content specific to Cadillac.
The program culminated with a gallery event in New York City during the New York Auto Show 2014. Each photographer’s work was framed and displayed for guests, juxtaposed with the ELR on display. Vashtie and Sirius XM regular DJ Wonder provided the soundtrack as a backdrop for the party.
To kick off the brand’s fashion focus, Team Epiphany facilitated a partnership between Cadillac and Public School, leading to what became the hottest ticket at New York Fashion Week. CFDA-award winning design team Public School held its Fall/Winter 2015 show within Cadillac’s new downtown office—providing a perfect backdrop to a hotly anticipated show, and successfully injecting the auto giant into the fashion space.
Additionally, Team Epiphany has run lead on Cadillac’s influencer seeding program—giving aspirational, on-brand influencers the chance to take top of the line vehicles out for a spin and document the experience to share with their enormous social followings.
The Bottom Line:
Team Epiphany repositioned an American giant for a new generation—successfully and seamlessly integrating Cadillac into art and fashion initiatives. Team Epiphany launched the brand into the forefront of younger, affluential minds, and got the keys of the vehicles into all the right hands.
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