Client: Cadillac

Scope: XM, immersive test drive, social

XT4-All-The-Feels

Research revealed 75% of people perceived Cadillac as outdated. To launch the new XT4, our mission was to transcend a traditional product reveal. We aimed not just to introduce a vehicle, but to create a modern, social-worthy experience that would resonate with a younger, design-conscious audience.

To launch the all-new XT4, we moved beyond showcasing features to engineering pure feeling. We designed a multisensory immersive experience that captured the raw thrill of driving a Cadillac. This curated adrenaline rush pulled people into the experience, created social buzz and led to test drives.

01 Approach

Cadillac XT4 immersive experience. Dashboard view from inside a car with blurred city lights seen through the windshield, person with light-colored hair driving.
A collage of smartphone screens displaying Cadillac XT4 car advertisements and images, with the text "all the feels" visible on some screens.
Cadillac XT4 immersive car exhibition featuring a digital display of a car in a tunnel of light, close-up of a car's headlight with modern LED design, and a person interacting with a touchscreen displaying a vehicle image.

“Cadillac is bringing digital car shopping into another dimension.”

— Peter Nowak, the Globe and Mail

• 1.5 million social engagements

• 16% test-drive conversion — nearly 1 in 6 visitors moved from experience to the driver’s seat

• 15 minute average dwell time — premium-level engagement, turning a quick stop into brand immersion

Results