The LaCrosse campaign literally asked the audience to “Break-free” (the brand strategy) from their everyday ordinary lives and invite them to feel the exciting driving experience of the new Buick LaCrosse.

We developed showcase events around a spectacular car launch. A full size, exact replica of a LaCrosse car was constructed and on cue flew up into the sky. This mock-up model filled with helium, proceeded to fly above the stage, not only gave the audience great view of all angles of the LaCrosse but also symbolizes the arrival of a new, more dramatic and exciting Buick driving experience.

Launch orders for the LaCrosse surpassed expectations (20% above sales target). Brand tracking showed a significant increase in relevancy to the evolving needs of the more premium car segment buyer.