BRANDING CADILLAC CHINA.
The plan was a month of kite surfing Bali after two massive car pitches in NYC.
Transiting through Singapore the mobile rang, BBH Shanghai, with an opportunity to brand Cadillac China. A run to Tampines Mall for pants and I was airborne.
In China, BMW was posting a year over 61% sales increase, and Mercedes-Benz was nearly at pace with 52%. Cadillac was in neutral. No one in China knew the brand or the cars.
The first step was to find a simple ownable positioning powerful enough to put Cadillac on the short list of all the newly VP’d corporate execs.
Since the branding project, Cadillac China sales posted a July 2010 to July 2011 gain of 88%.