In collaboration with Askmen, we created the first French custom content, outlining the best places in Quebec: fashion accessories/tailoring, cocktails, gourmet restaurants etc. Presentation was essential; hence short editorials with key information, photos and premium videos designed especially for this project were used. Lack of time being a part of our target’s life, we needed to provide him with quick and useful content - easy to read, to share and to act on.Once the content was published on the website, we went beyond the target’s information search process and followed him throughout his leisure time via out-of-home in restaurants, bars and shopping areas, reinforcing the association between CADILLAC and lifestyle.Finally, the experience culminated with another first: an Askmen VIP Signature Event in Montreal sponsored by CADILLAC, where readers could fully experience the “New Classics”. Fashion/lifestyle experts provided tips on wines/cocktails, tech gadgets, fashion and of course, CADILLAC products.

This project allowed us to bring the plan to life, engage the target and blur the lines between advertising and content. It presented new and relevant information in an entertaining manner. Furthermore, we filled a gap in the market by creating and providing much needed French content to an extremely niche target group.Overall, this new section has been seen by more than 40,000 unique visitors who watched 25,000 videos, both numbers being outstanding in Quebec. The event gathered more than 150 lucky winners who experienced the CADILLAC lifestyle and received free media coverage by radio anchors and web blogs.