Role Creative and Digital AOR
Assignment XT4 Launch
Channel TV/Radio, Digital Creative and Social
Services Strategy Creative Concept Creative Production Social Amplification Visual Design Technology
Below the line, Rokkan created a rich suite of product videos that continued to push the incredible appeal of the incredible feature suite of the vehicle while also continuing to introduce bold touches of color and tone that continued to define the identity of the vehicle. Rokkan also partnered with three prominent digital artists (Robert Jahns, Anthony Tudisco, Jati Putra) to transform the world of XT4 on social media and take this bold new world into even more fantastic and reality bending places.
And finally, to bring the launch into the experiential and social space, Rokkan developed and launched the vehicle at ComplexCon, bringing the campaign to life in an Instagram igniting installation in partnership with HFour, a partnership with rapper/entrepreneur Nas, and a one-of-a-kind drop of Cadillac merchandise that brought the idea of the “4Wherever It Takes You” campaign into the real world making waves across digital, social and PR. The experiential portion of the campaign spiked web traffic by 3600% and netted the brand more than 3 million organic social media impressions from experiential engagement and social conversation.