Cadillac CT5 ASMR Reveal

Car manufacturer Cadillac used Autonomous Sensory Meridian Response (ASMR) videos on social media to launch its CT5 model in North America.

Campaign details

Brand: CadillacLead Agency: RokkanRegion: North America

Objective

Every year, automotive brands unveil cars to the public the exact same way: a satin sheet slips off a vehicle, the press snaps photos, and publications share the images with readers. What if we could reimagine the process of announcing a new model through a mobile/social-first approach that could increase brand awareness and create excitement among fans & followers from camo-off to uncovering? When Cadillac decided to reveal the CT5—its first all-new Sedan model in four years— on social, we began thinking of how to share...

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