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Leo Burnett Detroit and Arc Worldwide Launch New Cadillac Website


October 2005
 Filed under: CADILLAC Car News | CADILLAC Headlines

Site Uses the Latest Technological Advances to Provide Experience of a Luxury Car

DETROIT, Oct. 3 /PRNewswire/ -- Leo Burnett Detroit and Arc Worldwide have partnered to launch an all-new Cadillac.com website, it was announced today. The new site ( http://www.cadillac.com/ ) integrates driving footage, animation, sound, and other advanced technological features, providing a rich consumer experience.
"The latest version of Cadillac.com provides an even richer opportunity for users to experience the Cadillac brand in our photo galleries, in our feature demonstrations, and through our shopping tools," said Tom Hassett, Cadillac advertising manager. "The team designed and built a great site that allows Cadillac to become smarter in how we communicate with consumers online."

The site delivers on its creative challenge: a refreshed site to better meet General Motors' business objectives, while leveraging the latest advances in technology and providing an easy yet entertaining consumer experience. Features include video presentations by automotive engineers and simulated drives that capture the reliability and thrill of a Cadillac. Interior and exterior photos, 360-degree views, and animation help visitors to anticipate what it will feel like to drive one of the 2006 luxury models.

Michael Wright, senior vice president, group account director on Cadillac at Leo Burnett Detroit, said the new Cadillac site reflects the brand's own renaissance.

"These vehicles equal the manufacturing quality, reliability and physical design of European and Asian luxury brands, and the web is an excellent medium in which to tell that story," Wright said. "The new site helps us capture the beauty, performance and reliability of Cadillac."

The redesigned site also enables General Motors to gain deeper insights into who's coming to the site, why they are coming and the role that the site plays in a customer's purchase-decision process.

"We want visitors to interact with the site, learn about the vehicles and then feel compelled to 'try one on' at their local dealer," said Michael Leff, Arc North America's general manager, interactive. "The new site is designed to engage visitors in an immersive brand dialog whether they are three years or eight days from purchasing a vehicle. Large images, narrative stories, a friendly tone and the potential to ask questions of personal assistants are all part of that equation."

Burnett and Arc also partnered on this year's Cadillac Under 5 campaign that promoted the three V-Series vehicles that go 0 mph to 60 mph in five seconds. The six-week campaign, begun in January, resulted in 43,000 more dealer requests than the same period last year. Traffic to http://www.cadillac.com/ increased by 358 percent during the same period.

Leo Burnett and Arc North America recently won two international Globes awards in the Innovative Idea/Concept and Interactive Media categories for their Cadillac Under 5 campaign, and were the only agencies to win two Globes each. The Globes Awards -- sponsored by Marketing Agencies Association Worldwide, marketing organizations and the media -- call attention to, and confer recognition upon, outstanding campaigns produced by agencies for client companies and organizations around the world. A record 402 entries from 165 agencies in 24 countries were submitted this year.

About Leo Burnett

Leo Burnett's Detroit office creates advertising and integrated marketing communications programs for clients including Cadillac, Pontiac, GM Service and Parts Operations, GMAC, Dow, GM Powertrain, Chevrolet LMGs in more than 45 countries, Cadillac LMGs in 26 countries, and HUMMER LMGs in 12 countries.

Founded in Chicago in 1935 with eight employees and three clients, Leo Burnett Worldwide, Inc. today operates a global network of over 200 operating units, including a variety of specialty marketing services and 94 full-service advertising agencies in 82 countries. Leo Burnett helps build many of the world's most valuable brands and successful marketers, including McDonald's, Disney, Procter & Gamble, Marlboro, Altoids, Heinz, Kellogg, Nintendo and the U.S. Army.

The world's eighth largest agency network (as ranked by Advertising Age in April 2005), Leo Burnett Worldwide ( http://www.leoburnett.com/ ) is a wholly owned subsidiary of Publicis Groupe ( http://www.publicis.com/ ).

About Arc Worldwide

Arc Worldwide, a global marketing-services company, is part of the Paris-based Publicis Groupe network. Headquartered in Chicago, Arc Worldwide is comprised of 1,300 employees in 42 offices and 37 countries. The company offers expertise in four disciplines: direct/database, interactive, promotional, and shopper marketing. Clients include The Coca-Cola Company, General Motors, McDonald's, Miller Brewing Company, Procter & Gamble, Sprint- Nextel, the U.S. Army, Visa and Whirlpool. Since Arc Worldwide was formed in 2004, the company has been recognized more than 150 times through creative awards and significant rankings around the world.

Source: Arc Worldwide

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