Cannes Lions

CADILLAC CARS

CLARION MARKETING & COMMUNICATIONS, Greenwich / GENERAL MOTORS / 2002

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The new Cadillac website is total reconstruction intended to change dated perceptions about the Cadillac brand. Brand goals: surpass competitive offerings, redesign to best serve users' needs, focus on delivering excellent user experience through convenience, confidence, control, gather data to get smarter and improve the user experience, creatively, the site must be in sync with the direction of the new campaign: a breakthrough image to change customer opinion, drive consumer to consideration, deliver vehicle information quickly and easily to accelerate consideration and buying process. Development guidelines: be big and bold, less is more; simplify, streamline and focus content, strong image, tight copy, reflect 'Maverick' spirit of the new Cadillac vehicles. Navigation: we believe there are only three sets of users: conquest prospects shopping, conquest prospects 'just looking', owners. The site leaves no doubt in the user's mind about where to go. The use of dynamic navigation drastically reduces the number of 'clicks' to get to anywhere on the site. Finally, there is an intuitive logic to the site, with surprises along the way through the use of rich media.

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