In 2023, Cadillac returned to Europe with a new, all electric proposition and a new direct-to-consumer business model, bypassing traditional car dealerships. It was uncharted territory for the business.

As one of the most mature, discerning EV markets in the world. a successful launch in Sweden was key, and the flagship Cadillac LYRIQ was key to the brand’s ambitions.

Luxury car sales stand or fall on the power of the test drive. 83% of users claim they would never buy a car without a test drive. (Source: KPMG). But imports of new cars to Sweden had been severely delayed by a backlog of new entrants to the market.

This meant that at launch, there would be just one LYRIQ in the entire country. One car, to convince the most discerning EV audience in the world to challenge convention and put Cadillac on their consideration list for a new luxury EV.

The Turned-Up Test Drive is an experience as luxurious and innovative as the car itself.

Since our users couldn’t test drive the LYRIQ for real, we created a test drive like no other. Inside a purpose-built studio, users became the getaway driver in a top-secret mission inspired by cinema’s most iconic car chases. State-of-the-art Hollywood technology was combined with the car’s features to create a hyper-realistic driving experience.

But finishing their mission was only the beginning.

Hidden cameras captured the action from different angles, and combined with pre-filmed scenes created an instant, exhilarating and personalised movie trailer for every user. Showcasing an intriguing new action movie, with a dazzling car chase, starring them and mostly importantly, the LYRIQ.

An idea designed to put the most iconic of brands back where it belongs; on the biggest screens and in the most exciting stories. An idea with built-in social spread, designed to put the most iconic of brands back where it belongs; on the biggest screens and in the most exciting stories.

Our target audience were affluent EV owners/considerers. Our data showed they were entrepreneurial, curious, passionate about culture and entertainment.

While they cared about sustainability, they were bored with the quiet minimalism of the EV category: “A good proportion appear to be mourning the loss of motoring joy. ”

Images of the brilliantly maximalist LYRIQ turned that on its head: “I’d feel like a superstar with all the bling.”

We saw an opportunity to use the LYRIQ to make Cadillac’s iconic heritage relevant again; positioning Cadillac as (finally) an EV with attitude. An EV for those who live out loud.

We would bring the emotion back to driving and Cadillac back to its rightful place-creating culture and championing originality.

We would turn our logistical challenges (few stores, fewer cars) into opportunities. to show up differently, to turn our “drivers” into heroes and the car into a star.

Having identified film as a key passion point for our audience, and a space where Cadillac has unparalleled permission to play, we brokered a partnership with Stockholm Film Festival.

In just two weeks, a team of experts created a unique, state-of-the-art, technical experience.

When users entered the experience they were surrounded by a Hollywood grade greenscreen studio, using all the magic of cinema combined with the car’s real features to create the most dramatic, immersive and shareable test drive imaginable. Acceleration and steering synchronised with the 360 degree story. Spatial audio used the car’s unique 19 speaker system. 4D special effects highlighted iconic features like the glass roof.

The experience had all the craft and luxury of the Cadillac brand, with users receiving a personalized and extremely convincing trailer they were happy to share online.

Influencer partnerships and targeted amplification ensured social spread and engagement far beyond the festival itself.

It’s early days for the Turned Up Test Drive but initial results are exhilarating.

In just two weeks., almost 1,500 people completed the mission: 15x the national dealer average.

Users spent over 100 hours immersed in the LYRIQ experience. 81% downloaded their personalised trailer.

Key influencers shared their experience, generating 4M impressions, and contributing to 15M impressions overall.

The LYRIQ was the most talked about EV launch of 2023, generating over 10x more buzz than the average EV competitor.

Searches for Cadillac increased 142% over the campaign.

Of the 1444 "drivers" who experienced the LYRIQ, 4% went on to book a real test drive when additional LYRIQs arrived in Sweden.

That's more than double the industry standard conversion rate from a digital engagement.

But the journey’s just beginning. The Turned Up Test Drive premieres soon in Berlin and Paris.

Making the Cadillac LYRIQ the breakout star of 2023- and beyond.