Automotive - Vehicles

Cars, trucks, motorcycles, both brand and model advertising.

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2014 GOLD

Cadillac ATS vs the World

For the first time in years, Cadillac was launching a car into the lucrative compact luxury segment the Cadillac ATS. Quick, nimble, and fun to drive, the ATS had to disrupt all the floaty boat Cadillac stereotypes. The solution was to position the ATS as a much-needed challenger to the BMW 3-Series the 800-lb. gorilla in the segment. With 7 out of 10 ATS buyers purchasing their very first Cadillac, this campaign helped the Cadillac brand begin to elbow its way back into the Tier 1 luxury conversation.

Brand: Cadillac
Client: Cadillac
Agency: Fallon
Language: English

2014 SILVER

Tundra Endeavour

Capability is king in the highly competitive full-size pickup market. Its not good enough to say youre capable; you have to prove it. On October 12th, 2012, in a live product demonstration with the world watching, Toyota Tundra towed the Space Shuttle Endeavour across the I-405 overpass to help deliver the icon to the California Science Center and became part of history in the process. In the month following the tow, year-over-year sales increased by 32% without major product changes, and the broadcast campaign drove 24% higher memorability versus competitors.

Brand: Toyota
Client: Toyota Motor Sales
Agency: Saatchi & Saatchi LA
Language: English

2014 SILVER

Moving cars and changing minds on Instagram

The average age of a Mercedes-Benz buyer is 54, and buyers in their thirties were rejecting the brand. Enter the all-new CLA, starting at $29,900. To drive consideration and leads before launch, we challenged five of the best photographers on Instagram. They documented their adventures in the CLA, creating 80 million+ organic impressions and inspiring 2 million+ likes. The month of the campaign, MBUSA saw the highest number of visitors in its history, with over a million consumers viewing CLA content. Better yet, 47% were under the age of 35.

Brand: Mercedes-Benz
Client: Mercedes-Benz
Agency: Razorfish
Language: English