CADILLAC

CADILLAC LOUNGE @ ABFF

Over 50% of multicultural consumers indicate that their cultural heritage and/or background greatly influence their purchase decisions. Within the automotive industry, African Americans comprise nearly 10% of Cadillac’s multicultural share of market volume – higher than the 7.9% across the industry. Among multicultural luxury car buyers and their assessment of a brand’s efforts in equity for their community, specifically Black and Hispanic consumers, sponsorship of Black/Hispanic artistic events ranks the highest followed by support of entrepreneurs and the celebration of their accomplishments. Above all, meaningful action, community engagement, and consistency are key.

Case Study

Insight

Amplify Cadillac’s consistent investment in the Black community with expansion into the experiential space – allowing Black consumers to experience Cadillac live on the ground. 

Case Study

Solution

Amplify Cadillac’s consistent investment in the Black community with a 360-degree experiential activation in partnership with Feel the SPACE and Jack Morton for the 2024 American Black Film Festival.​​

Case Study

Results

  • AdAge Finalists
  • 936 total entrants to the Cadillac Lounge with 65% unique entrants ​​
  • 160 total Ride & Drive test drive participants with 93% unique participants​​
  • Brand Opinion Lift saw an increase of +38% pts​​
  • Brand Consideration Lift saw an increase of +21% pts​​
  • Brand for Me Lift saw an increase of +12% pts