Linas Paulius/GM-Planworks/Media SupervisorDan Geiger/GM-Planworks/Media PlannerKevin Tozer/GM-Planworks/Assitant Media PlannerKraig Hansen/GM-Planworks/Media Planner The Cadillac “Big and Bold” strategy is designed to reach out to a more design- and performance-conscious demographic looking for a world-class driving experience. As a result, the plan’s overall goals included carrying on the brand’s “Big and Bold” theme through the use of high-impact creative gestures, and by placing Cadillac in unexpected, more attention-getting venues.

Specifically, the plan set out to use non-traditional out-of-home that would provide a larger-than-life look at the Cadillac CTS’s new design and technology, provide support to the national CTS blitz program, and draw attention to the brand’s entire new line and its new attitude. At the heart of the campaign was the Wallscape, an 8,250-foot wrap that dominated a large building located right on a well-traveled route linking New Orleans and its airport. The wrap wasn’t just impressive up close, it could be seen by viewers up to four miles away. Another striking aspect was the creative: The strong synergy of the medium and the creative further enhanced the Wallscapes overall impact. Cadillac introduced its all new “Copper Sunburst” paint scheme (a variation of orange) with a headline that read “Cajun Style Cadillac CTS” playing into the New Orleans “Mardi Gras Culture” – a radical departure for a luxury automobileThe building chosen for the wrap had never carried advertising before, so the media team negotiated with the owners and secured city permits before the wrap could be installed.

The Wallscape’s New Orleans location was chosen with equal care and attention to detail. Choosing New Orleans for the Wallscape allowed Cadillac to reach multiple key audiences, including:National Automobile Dealers Association: 30,000 Auto Industry ExecutivesSuper Bowl XXXVI: 200,000 Super Bowl attendeesAn estimated 1.8 million commuters during the 30-day periodReaders of Wall Street Journal, Automotive News Magazine, San Francisco Chronicle, Media Life Magazine, and the Times-Picayune, all of whom wrote about the WallscapeBut the largest audience of all was possible thanks to a key Super Bowl sponsorship. In return, the Wallscape was seamlessly integrated into the Super Bowl broadcast and was highlighted via a five-second sponsorship billboard during the game’s two-minute warning. That time slot – 9:30 –10 p.m. – enjoyed the highest ratings of the entire Super Bowl, peaking at a HH rating of 43.6. In the end, the isolated five-second exposure reached over 87 million viewers and had a value of over $300,000. A new century. A new Cadillac. More exciting. More eye-catching. More performance-oriented. In two words: “Big and Bold.”Charged with introducing the brand’s next-generation line of cars to an audience hungry for stylish, import-quality driving excitement, the GM Planworks media team developed a plan that brought Cadillac’s “Big and Bold” theme to life thanks to a bigger-than-life execution. The result? The Cadillac “New Orleans Wallscape,” a daring, eye-catching media execution located in one of America’s biggest, boldest cities during the biggest, boldest sporting event of all – the Super Bowl.

The “Wallscape” was a huge, 8,250-foot outdoor wall wrap that trumpeted Cadillac’s new attitude and new cars to viewers up to four miles away. The wrap not only greeted an estimated three million visitors on the way into town from the New Orleans airport, the media team negotiated to secure it a prominent slot at a key moment during the Super Bowl itself – bringing an outdoor message to an indoor audience of more than 85 million people. In a nutshell, the Cadillac Wallscape concept revolved around a groundbreaking outdoor idea that moved indoors and reached nearly 90 million people in the process.More specifically, Wallscape campaign was important for three reasons. First, it gave Cadillac’s new line of cars and their “Big and Bold” strategy an unmistakable presence in New Orleans at a time when all eyes were trained on the Big Easy. The Super Bowl was in town. Mardi Gras was gearing up. And the National Automobile Dealers Association – 30,000 auto industry executives – converged on New Orleans for their annual convention.Second, the plan introduced a new type of media – the billboard-dwarfing wall wrap, 8,250 feet of pure, eye-grabbing outdoor communication. The wrap, which trumpeted the “Cajun-Style Cadillac CTS,” not only held the attention of New Orleans visitors but of the media as well: the Wallscape was mentioned in a host of large newspapers around the country. Third, the plan took outdoor indoors, securing a prime, five-second on-air billboard spot for the Wallscape during the Super Bowl’s highest-viewed moment – the two-minute warning. As a result, the Wallscape added an estimated 87 million TV viewers to the three million who’d seen it in person, garnering extensive national attention for a localized execution.

A new century. A new Cadillac. More exciting. More eye-catching. More performance-oriented. In two words: “Big and Bold.”Charged with introducing the brand’s next-generation line of cars to an audience hungry for stylish, import-quality driving excitement, the GM Planworks media team developed a plan that brought Cadillac’s “Big and Bold” theme to life thanks to a bigger-than-life execution. The result? The Cadillac “New Orleans Wallscape,” a daring, eye-catching media execution located in one of America’s biggest, boldest cities during the biggest, boldest sporting event of all – the Super Bowl.

The “Wallscape” was a huge, 8,250-foot outdoor wall wrap that trumpeted Cadillac’s new attitude and new cars to viewers up to four miles away. The wrap not only greeted an estimated three million visitors on the way into town from the New Orleans airport, the media team negotiated to secure it a prominent slot at a key moment during the Super Bowl itself – bringing an outdoor message to an indoor audience of more than 85 million people.