Promotion: STS Test Drive Events

Marketing Firm: Chemistri

Client:  Cadillac

Objective: Generate attention over the new Cadillac STS by having staff members drive to high-profile events and chauffeur celebrities and VIPs in the vehicles.

Parameters: 7 major markets nationwide In each market, “drivers” drove the vehicles to high-profile special events and to areas attracting the target demographic 1 Manager, 1 Assitant and 12 product specialists with high-profile event experience in each market.

• 84+ Product Specialists

 Timing: 4-6 week exposure in each market

Program Elements: EPS staff members were responsible for expensive vehicles, so EPS had to conduct a thorough background check on each potential hire. All staff had to have high-profile, VIP experience and be comfortable working with celebrities. EPS staff members reported in to Client managers in each market on each day’s event. Cars were “checked out” of a secure garage and taken to pre-determined locations for the day, which included VIP events, and some street locations attracting upper echelon, male demographic. Cadillac needed true Ambassadors for their new STS model, not just pretty faces, but people who could really sell the unique elements of the vehicle.