In Mexico, traditional media still has a predominant roll in advertising because of their high audience and lack of technology access in some regions. For this reason, brands aren’t use to seek for other communication alternatives. Being Cadillac in the luxury market and seeking a younger segment, we found in Drive to the Unexpected a very unique opportunity to speak to our target.

It all begun with teasers in Cadillac’s and Uber’s communities. We developed a Cadillac button within the Uber app, available for Uber’s frequent users from Thursday to Friday (Nov. 4-21) only in Mexico City.

By pressing our button, they could get a $1.00 peso ride and when our driver picked them up, he invited them to do a test drive.

Real experience videos were made thanks to hidden cameras in the vehicles and were shared on social media; some became our TV and Film spots.

Our Cadillac Fleet included 2 new Cadillac ATS Coupé 2015; these models also invited users to change their destinations for a surprise.

The surprises included a backstage experience for Wicked, dinners with friends at the Pujol restaurant, shopping in Tiffany & Co. for 100 thousand pesos and a double trip to New York with NFL tickets.

Through Uber, we managed to make 276 Cadillac experiences in only 12 days of rolling through the streets. The campaign had 5 million views and reached 175 million possible drivers with a click through rate of 8.95%. Cadillac awareness for the ATS Coupé reached a 98% level, same as the BMW4, and a 60% positive opinion, reducing the gap with our competitors in 4%. After the campaign, traffic to sale point increased in 20% and sales increased in 28.7% comparing the last December through March period.