Cadillac this week launched a redesigned Web site, Cadillac.com, to support its 2006 model launches.
The site uses video presentations by automotive engineers and simulated drives, personal assistants who answer questions, 360-degree views and animation to showcase 2006 models. Leo Burnett Detroit and sister shop Arc Worldwide, Chicago, handle.
The revamp lets Cadillac do a better job tracking site visitors, and how the site affects their purchase decision.
“We want visitors to interact with the site, learn about the vehicles and then feel compelled to ‘try one on’ at their local dealer,” said Michael Leff, Arc North America’s general manager-interactive, in a statement. “The new site is designed to engage visitors in an immersive brand dialog whether they are three years or eight days from purchasing a vehicle.”
Cadillac’s Web site played an integral part in its first-quarter Cadillac Under 5 campaign, a PRO Awards finalist (Sept. PROMO) The six-week campaign, including a tie-in with the film Be Cool and its star, John Travolta, and a five-second film contest, nearly quadrupled traffic to the site (which screened film-contest finalists) and brought in 43,000 more dealer requests than the same period in 2004. Arc and Leo Burnett Detroit handled.
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