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...