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

The Challenge

With the launch of the XT4, Cadillac’s new crossover SUV, Rokkan was tasked with ensuring that the launch of the vehicle would separate the vehicle from a crowded segment, break through the clutter of a crowded market and generated awareness, desire and purchase intent for Cadillac’s first entry into the Lux 4 SUV segment with new audiences that may not have considered the brand in the past.

The Solution

We knew that the work for the XT4 had to embody the pure fun and joy that the vehicle was to drive while also beginning to set the stage for a new era of the brand that could appeal to both new and established audiences. This culminated in the 360 degree campaign “4Wherever It Takes You” that took Cadillac in an entirely new creative direction to directly appeal to the aspirational luxury consumer that the XT4 was so perfectly built for.

The campaign was led with two hero ATL executions entitled “4Wonder” and “4Joy” that took viewers on an extraordinary ride in the XT4 as the protagonists are immersed in the fun and fantastic world of the vehicle where anything is possible.

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.