• by Tanya Gazdik , November 4, 2018

Cadillac used the ComplexCon music and streetwear festival in Long Beach this past weekend to show off its XT4 crossover and connect with a young and hip audience.

General Motors’ luxury auto brand was the sponsor of the Pigeons and Planes performance stage. It teamed up with Hfour, a multi-sensory experiential design company, to create an immersive and interactive experience including an art installation along with exclusive merchandise. A one-of-a-kind “moment” on behalf of Cadillac was delivered by rapper and entrepreneur, Nas. The sponsorship was orchestrated by Rokkan, Cadillac's lead agency within Publicis Groupe, in partnership with Carat. 

Musical performances on the Cadillac-sponsored stage included Future, Rae Sremmurd, Vince Staples, Action Bronson, Nav, Lil Baby, Tinashe, A-Trak, A Boogie Wit Da Hoodie, Michael Christmas, Mixed by Ali, Flipp Dinero and Jack Harlow.

Other sponsors of ComplexCon include 1800 Tequila, Puma, Shopify, Zen and TikTok. 

Rokkan is working in partnership with Cadillac to push the brand into new territories with the XT4 launch campaign. This started with the release of “4 Wherever It Takes You by Cadillac,” which debuted Oct. 15.

“The XT4 is Cadillac’s most aspirational entry into the brand to date, offering an incredible product for younger consumers,” Brian Carley, Rokkan chief creative officer, tells Marketing Daily. “ComplexCon is a perfect platform to directly reach these consumers, both aspirational and established, at a communication point designed around a brand’s ability to connect to audiences through culture in new and creative ways.”

The campaign from Rokkan includes two 30-second spots, Joy and Wonder, three 15-second broadcast spots, more than 30 digital and social spots including a strategic suite of striking product videos, OOH and interactive content, plus the sponsorship at ComplexCom, now in its third year. 

“The XT4 is designed for a new generation of Cadillac customers, built by the youngest Cadillac team in history,” Carley says. “The campaign, from above-the-line down to social and experiential, has been created specifically to bring a new and youthful approach to the work.”