Define Drivers: Keys To A New Caddy; A Bespoke Chocolate Egg; Dinner at La Banane

Cadillac Canada has partnered with renowned Toronto chocolate maker Brandon Olsen on a direct mail campaign that puts a decadent twist on the standard test drive invitation.

Working with its lead agency Red Lion, the automaker tucked away keys to new Cadillac CT6s inside the hugely popular “Ziggy Stardust Disco Egg” from Olsen’s trendy Toronto restaurant, La Banane.

Cadillac Canada used segmentation data to identify luxury car owners with expiring vehicle leases or those who happen to be in the market for a new luxury vehicle. The carmaker then delivered the “direct mail desserts” to their homes and parked the 2017 CT6 sedans outside.

“Cadillac Canada is always pushing the limits of what is expected,” says Matt Litzinger, president and chief creative officer at Red Lion.

I’m totally impressed by this campaign. To me, it’s a classic case that showcases how a brand uses data to inform and guide their creative campaign.

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A post shared by Chocolates X Brandon Olsen (@chocolatesxbrandonolsen) on Jul 19, 2017 at 1:36pm PDT