Prioritising personalisation and customer experience, Cadillac Middle East elevated the launch of its 2025 Escalade through an experiential campaign that converted a luxury villa into an immersive space called the ‘Villa Escalade’.
‘Villa Escalade’ welcomed more than 700 guests over 10 days, allowing for genuine one-on-one interactions with each guest, fostering a deeper connection with the brand and the Escalade lifestyle.
Akshaya Sikand, Head of Marketing at Cadillac Middle East spoke to Campaign Middle East about the brand strategy behind the transformation of a luxurious Emirates Hills villa into a haven of innovation and personalised discovery. More than just simply presenting a car to a crowd, Cadillac aimed to view the arrival of the 2025 Escalade through the eyes of each individual customer.
“At Cadillac, we believe that luxury is more than just the product; it’s about the entire experience,” Sikand said. “With ‘Villa Escalade,’ we wanted to shift the focus from a traditional launch to a customer-centric celebration, fostering a deeper connection with the brand and the Escalade lifestyle.”
Sikand added, “This reimagined launch experience was created to prioritise customer connection above all else. Instead of relying on static displays and presentations, Cadillac created an interactive environment where guests could fully immerse themselves in the world of the Escalade.”
The villa showcased the brand’s heritage and highlighted the vehicle’s technology, allowing guests to experience the fusion of tradition and innovation firsthand.
Cadillac also empowered guests to explore the 2025 Escalade on their own terms. Interactive displays provided detailed information about the vehicle’s features, while product experts were on hand to offer personalised walkarounds and answer questions.
Guests were also offered the opportunity to get behind the wheel and experience the Escalade’s performance firsthand through exclusive test drives.
Every detail within ‘Villa Escalade’ was carefully curated to evoke the sophistication and personalised luxury that defines the Cadillac brand.
From a bespoke Cadillac Matcha Bar to designed spaces, the villa embodied the Escalade lifestyle and invited guests to experience it for themselves.
“More than just a launch event, ‘Villa Escalade’ comes as a statement from Cadillac, as the brand aims to exceed customer expectations by creating experiences that resonate on a personal level. This customer-centric approach sets a new benchmark for the brand, reinforcing Cadillac’s position as a leader in the luxury automotive industry,” Sikand concluded.
