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“Cadillac wanted to generate interest among a younger target group for the new Catera, with the specific goal of generating 24,000 test drives in the fourth quarter of 1996 among non-General Motors car owners. Clarion developed a synergistic campaign and incentive program, including interactive direct marketing and promotional programs, which positioned Catera as an attainable entry-level luxury car. The final product was the ‘Catera Road Trip,’ a remarkable cross-country virtual road trip featuring celebrities Dennis Miller, Al Michaels, Annie Potts, and Florence Joyner Griffith. Program participants received an exciting video, a personal invitation to test drive the Catera at their local dealer, and a series of interactive postcards featuring a chance to win prizes from partners such as Canyon Ranch Spa, Starbucks, and Justin Cowboy Boots. As a result, almost 29% of the program participants have taken a test drive.” |
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| Elements include:
Direct mail
Interactive postcards
In/Out-bound telemarketing
Video |
Developed by a team of specialists in the following divisions:
ClarionDirect
ClarionPromotion |
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