Stories of famous and recognized people are the main inspiration for those seeking to achieve greatness. To launch the new Cadillac concept ¨Dare Greatly¨ in Mexico, instead of using those stories, we used stories from our own client database. We selected 5 stories of Cadillac owners who dare greatly and partnered with 5 best-selling writers to work on their biographies. The books were launched at an event in a major bookstore in Mexico City, with full media coverage.

The campaign began by October/2015, when we started searching for the best stories from our consumers at our consumers’ database. We’ve selected and interview them. Then we partnered with ¨DGE Equilibrista¨ one of the biggest book publishers in Mexico, to have some of the top wirters to write those biographies. The craf of the books including writing and printing took about 5 months. A first edition of 5,000 books were printed. Then a book launch event was set at Porrua Bookstore, in Bosque Chapultepec, Mexico City for the April 14th. The GM PR Team worked on inviting more than 100 people from the press. After the event the campaign generated esponateous media, creating interest on the books and helping to explain the brand’s concept on an organic way. The copies of the books were available at major bookstores in the country, and have ran out on 2 weeks.

The first 5.000 copies of the book ran out within 2 weeks. The campaign generated $6M on earned media, between TV, radio, magazines, newspapers and internet. Including ¨El Universal¨, the largest newspaper in the country with more than 500,000 readers per week, TV Azteca, the second most watched open TV network in Mexico, Vogue, GQ, Food and Travel and Vanity Fair.

5.6M of people were reached, the equivalent of 100% of the target audience (AB Classes in Mexico).

The campaign’s name ¨Books of Greatness¨ generated 5,047,004 impressions on Twitter on the day after the book launch event.

Source: Karat Media and Gobierno de Mexico.