Leo Burnett Shanghai launches a brand new marketing campaign in China for the Cadillac CT6

Shanghai General Motors’ luxury auto brand Cadillac has just launched an integrated marketing campaign for its CT6 sedan in China. Led by Leo Burnett Shanghai, the campaign leverages on New American innovative technology to enhance luxury brand positioning for the CT6 among  Chinese consumers. The first 30-second commercial aired on CCTV and other national TV channels starting from early April.

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The commercial opens with a noisy party scene, where a crowd of well-dressed elites are celebrating a business triumph. Suddenly, the entire party scene freezes, with the exception of only one man. He begins to remove his tie, and moves through the frozen scene as a voice over says, “when yesterday keeps you from moving forward, pay no attention.”  The man exits the posh party into the unknown future, his next conquest in his CT6.

The prestigious CT6 flagship sedan best represents Cadillac’s brand heritage. Rocky Hao, the Executive Creative Director of Leo Burnett Shanghai said, “through this commercial we hope to show people the new American spirit of both the CT6 and those who own one. As Cadillac’s flagship sedan, CT6 consumers are pioneers with an entrepreneurial spirit. They are not satisfied with the restraints of commonly defined success. They are always looking to break through the status quo and pursue new challenges. It requires great courage to face an unknown future, especially for people who have already achieved certain heights of success and comfort in their lives.”

Leo Burnett Shanghai won the Cadillac CT6 business at the end of last year, and is responsible for building up its integrated marketing campaigns in 2017, to engage with more Chinese consumers.

Angie Wong, Managing Director of Leo Burnett Shanghai explained that, “Cadillac is often seen as a sedan for presidents and the ultra-elite, but most people in China don’t really know what the brand stands for. During our research we found that ‘American luxury’ is often defined by technology. That’s why CT6, as the flagship sedan, is equipped with Cadillac’s most brilliant technology, which is widely recognized by the auto industry. “

This possibly could explain why Cadillac described the CT6 as “New American Technology Flagship Sedan” in its brand-new campaign. After the commercial launch in April, a further series of communications will roll out. A “High-tech Agent” theme will be executed on social media sites like Zhihu, by social media agency Pro-Trend; test-drive PR events will be offered in different cities; and function-focused commercials will be launched since May.

The commercials were shot in New York City by the Leo Burnett team, and features the iconic Grand Central Station, the Brooklyn Bridge, Manhattan Island, and all the energy and bustle of the Big Apple to highlight the luxury, style and energy of the CT6. The functional benefits are smartly combined with emotional rewards, even a major fantasy for the creative team also came true: as the famous Hudson River was frozen allowing the CT6 to show off its lightweight body and the performance of its control systems.

Credits –

Planning Director: Mike Mou