Cadillac: ATS vs The World
Challenge: Make a brand known as being old-fashioned relevant to a new generation.
Solution: To combat competitors with smaller luxury cars like the BMW 3 Series, Cadillac unveiled the all new ATS. We used the ATS as an example of where the brand was headed, not where they had been. We conceived the campaign “ATS vs The World” to test the car against the most challenging roads in the world.
To reach a new generation of car buyers for Cadillac, we created immersive interactive experiences for “ATS vs The World”. The hub was a site where users could go along for the ride to four destinations around the globe. There was a challenge at each location to test the car’s agility, driving performance and design. Additionally there was a wealth of content about the culture of each destination.
The first stop was Patagonia, one of the windiest places on earth. The aerodynamics of the ATS were up against the ultimate wind tunnel. Users were able to see videos of the test, the results and interact with content to learn more about Patagonia and its culture.
The next stop was the dramatic twists and turns of the Atlas Mountains in Morocco. The front Brembo brakes and the rear differential were put to the test and users had a front row seat to all the action.
China was the next stop. The the broken rock road of the Guoliang Tunnel was an intense challenge for the magnetic ride control. Users got see it all unfold amongst the breathtaking backdrops.
The legendary Grand Prix Circuit in Monaco was the next location and the perfect spot to the test the 2.0L turbo engine of the ATS. In addition to content around all the action on the track, users also got to experience a vintage boat ride on the French Riviera.
