2013 Cadillac ATS (pre-production photo)
General Motors’ advertising strategy has been a topic of media conversation lately, but results of their “Cadillac ATS vs. the World” campaign confirm that they made at least one right choice.
The new campaign for the Cadillac ATS launched during the opening ceremonies of the 2012 Olympics on Friday, July 27, and ran throughout that weekend. Reputed to be the General Motors answer to the BMW 3-Series, the new Cadillac ATS chose a huge stage on which to boldly throw down the gauntlet, especially considering that BMW was an official Olympic sponsor and featured its own Olympic-themed ad campaign.
It seems to have worked, at least in generating interest. The first airing of the 60-second “Cadillac ATS vs. the World” spot boosted shopping for the car on Edmunds.com by 351%. The shorter spots from the campaign that ran over the course of the weekend caused shopping for the ATS to jump up 474% by Monday.
Directed by Academy Award-nominated documentary film makers, the ATS ads show the car in exotic locations like the streets of Monaco, the deserts of Morocco, the Guoliang Tunnels of China, and Patagonia, Chile. According to Molly Peck, Cadillac director of advertising, “It was not lost on us that we were launching the Cadillac ATS, developed to take on the world’s best sport sedans, on the Olympic world stage. We designed a global challenge to dramatically demonstrate the car’s all-new purpose-built chassis and advanced technology in a global, cinematic adventure.”
The need for the ATS is undeniable by most accounts, since recent Cadillac offerings are all mid-sized or full-sized cars, and the compact class is actually the biggest seller worldwide for luxury nameplates. With a body that is 182.3 inches long on a wheelbase 109.3, the ATS matches the 3-Series almost inch for inch, and is close in dimensions to the Mercedes C-class, the Lexus IS and the Audi A4. It weighs less than almost every other compact luxury car, and is 545 pounds lighter than the Cadillac CTS, as well as nine inches shorter.
For more information about the Cadillac ATS, or to test drive any other quality General Motors vehicle in our inventory, visit Don Ledford Automotive Center in Cleveland today. You can also follow us on Facebook and Twitter for all the latest updates on the 2013 Cadillac ATS and other exciting news.
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