The 2024 XT4 received a major upgrade from the inside out. The challenge wasn’t going to be getting people excited—it would be driving interest with two very different audience groups: a new-to-the-brand Upbeat audience and a Bold brand-loyal audience.
To launch our CRM campaign, we championed that connection between vehicle and persona to forge a more meaningful and engaging bond. For the “YOUR XT4 ERA” campaign we created four emails, four corresponding landing pages and four hype videos per audience group, creating personalized and immersive storytelling around life with XT4.
ENTER YOUR XT4 ERA
Select an audience ownership journey.
We developed a voice for our UPBEAT audience that not only felt personal, but defined their vehicle needs and habits. A benefit-driven tone set this audience apart with language new to Cadillac, leaning into culture and current popular phrases.
VIDEOS
Harnessing our mnemonic, we linked the audience to different features. We used specific UPBEAT language and music to engage, connect and represent this audience.
EMAILS
An aspirational tone set this audience apart with language true to Cadillac, leaning into the pillars that make this vehicle their favorite.
VIDEOS
Harnessing our mnemonic, we linked the audience to different features. We used specific BOLD language and music to engage, connect and represent this audience.
