ATS: Cadillac's entry into China's luxury car segment

This case study describes how Cadillac, the luxury car brand, used the launch of its ATS model to reposition itself as a more dynamic brand in China.

ATS: Cadillac's entry into China's luxury car segment

Willy Wong and Starrain Yang

Campaign details

Brand owner: CadillacLead agency: McCann ShanghaiBrand: ATSCountry: ChinaIndustry Compact, small family carsChannels used: Events and experiential, Internet - display , Internet - general, Internet - microsites , Internet - search , Magazines - business, trade, Magazines - consumer, Newspapers, Online video , Outdoor, out-of-home, Print - general, unspecified, Public relations, Radio, Social media , TelevisionMedia budget: 10 - 20 million

Executive summary

This case study describes how Cadillac used the launch of...

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