Client: Cadillac North America

Scope: Service design, experience design, environmental design, innovation

Cadillac Live

We set out to reimagine the car buying experience by building a groundbreaking platform from the ground up. Cadillac Live is a personalized, one-on-one digital experience led by a Cadillac brand expert. 

01 Approach

Research suggested the car buying experience is broken. Let's face it, visiting a dealership can be a daunting task for many. The moment you step into a showroom, the pressure's on and the anxiety can be amplified. Add to that the inconvenience of dealer hours and locations, which often seem to cater to no one's schedule. It's time to rethink the entire process. 

Cadillac Live is a personalized, one-on-one digital tour experience led by a Cadillac brand expert. Car shoppers can explore any vehicle in our sprawling 10,000 sq. ft. custom-designed showroom. With zero sales pressure, you can ask our brand experts anything, and if you're interested, we'll arrange a seamless test drive at your nearest dealer.

Launch Video

Digital images of Cadillac website on computer and smartphone screens, showcasing car interior and sales experience.
Screenshots of a Cadillac vehicle experience app, showing the Cadillac logo and branding, with screens for starting a session, entering personal info, and exploring vehicle features.

“This is probably the greatest innovation to hit the auto sales industry since the advent of the Internet.”

— David Booth, Motor Mouth

A woman walking on a city street near a blue Cadillac SUV and a yellow taxi cab, with a pedestrian crossing signal flashing red.

• 16.6 million campaign impressions

• 20% of people booked a test drive after a Cadillac Live call

• 12 mins average time spent shopping Cadillac

• GM adapted Cadillac Live for the US market and was rolled out across Chevrolet and GM Electric Vehicle platforms

Results