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 Case Video
“This is probably the greatest innovation to hit the auto sales industry since the advent of the Internet.”
— David Booth, Motor Mouth
“On Late Night with Seth Meyers, NBC featured a sponsor segment where bandleader Fred Armisen (SNL ) played the role of a Cadillac Live agent. In this branded content, Seth Meyers tossed to a segment of Armisen in the digital showroom, (badly) demonstrating the new Escalade's features.”
— Dade Hayes, Deadline
Results
• 160+ million total campaign impressions
• 20% of people booked a test drive after a Cadillac Live call
• 12 mins average time spent shopping Cadillac
• GM expanded Cadillac Live into the US market and rolled it out across Chevrolet and GM Electric Vehicle platforms