Saatchi & Saatchi and Cadillac have launched a new campaign to introduce the CT4-V and CT5-V Blackwing models of car to the Middle East.
The campaign was kicked off with a number of teasers to the arrival of both vehicles that culminated in a live broadcast hosted by automotive influencer and presenter of the top automotive channel Arab GT, Kareem Deeb. During the 20 minute broadcast Kareem detailed all the various features of each vehicle that are the culmination of Cadillac’s 120 year history in automotive and over 70 years in racing to make them the most track capable vehicles the brand has ever built, with all the luxury and technological features expected in a Cadillac.
Event:
As one of the first forays back into physical events after a prolonged period of virtual fatigue, Cadillac Middle East hosted 15 top regional and local automotive media and influencers at Yas Marina Circuit in Abu Dhabi in an action-packed, unforgettable day. In addition to giving them the opportunity to be among the first to get behind the wheels of Cadillac’s most powerful performance cars and put them to test on track, in addition to witnessing the record-setting lap time by Amna al Qubaisi.
Record Setting and documentary:
As mentioned, we wanted to create a brand moment that would capture the brands spirit and We wanted to create a brand moment that would capture the brands spirit and performance DNA, whilst taking the viewer on a journey. This moment was to set a new record at the iconic Yas Marina Circuit in Abu Dhabi, to hold the title of ‘Fastest Production Sedan around Yas Marina Circuit’.
To achieve this moment Cadillac teamed up with the first Emirati female racing driver, Amna Al Qubaisi, who took to the track in the powerful CT5-V Blackwing to set the record with an impressive 2:20.98 time. This moment was captured in an adrenaline-filled video and followed up with a three-minute documentary video to tell a more detailed story of Cadillac making track history on one of the most recognized tracks in the world.
This campaign was produced by Black Rhino Films and directed by track specialist Chris Mosera.
In line with our approach to lift brand equity using star nameplates, our Blackwing campaign sets out not only to achieve a sales target, but to create affinity for the Cadillac brand as a whole with a younger luxury audience.
Agency Team
Saatchi & Saatchi
Karim ElKari – Business Lead
Wael Said – Regional Head of Production
Bruno Barbosa – Creative Director
May Chaker – Account Director
Ibrahim Audi – Account Manager
Rayan – Social Executive
Juliana Arboleda – Senior Art Director
Mohammad Shehebar – Senior Arabic Copywriter
Rohan Kodialbail – Senior English Copywriter
Alison Cordeiro – English Copywriter
MRM
Julian Storeton-West – Business Director
Disha Mahbubani – Senior Account Manager
Weber Shandwick
Katie Plant – Associate Director
Tania Kteily – Account Manager
Youssef Nasreddine – Associate
Carat
Alex Jena – Business Director
Alexandra de Smet – Digital Director
Liyana D’silva – Planning Account Manager
Marilyne Helou – Senior Media Planner
Client Team
Kristian Aquilina – Managing Director – Cadillac International Operations and Cadillac Middle East
Akshaya Sikand: Head of Marketing – Cadillac
Jonathan Kanaa: Marketing and Social Media Manager – Cadillac
Zahen Khan: Digital Marketing Manager – Cadillac
Fadi Tadros: Product Communications Manager – Cadillac
