Remember last year's controversial Cadillac "magic" ad? Yes, it's "no rear drive, not luxury", after the ad was released, some people love its humor funny, some people spit it too brainwashed, but whether you buy it or not, Cadillac has moved on, launched a "no rear drive, not luxury" 2.0 upgrade version.

All say a life two times familiar, can do advertising this matter, the second time is always more difficult than the first time.

During the quarantine period, Shenga SG received a bride from Cadillac customers, continuing its 2019 rear drive transmission strategy and later acting as a value anchor, Cadillac's new CT4, which, together with CT5 and CT6, forms a new limo rear drive family.

This time, Cadillac is targeting consumers who want to upgrade their cars, aiming to convey to this group of consumers the idea of "upgrading and driving back." Compared with the spread of 1.0, more focus on the purchase of cars have a certain understanding of the crowd.

19 years of "no rear drive, not luxury" 1.0 heat for us to set the foundation, this dissemination we still choose to adhere to 1.0 layered penetration method, adhere to 1.0 "brainwashed rear drive language", adhere to the "no rear drive, not luxury" concept.

But on this basis, how do we optimize and upgrade for the target group's buy-to-let needs?

 Two. 

 The second time you buy a car, you know 

 The rear drive is the standard 

This is Cadillac's second rear drive brand marketing, rear drive market layout basically formed, more determined brand hard core to do the rear drive choice.

And the back drive is good, there is a threshold.

It's not as easy to get started as the front drive, but for skilled handlers, it's dexterous and smooth, making countless experienced, manipulative drivers thrilled.

Choosing a rear drive is the experience of the target population.

So we found the core concept of secondary marketing: secondary maxim

From the second experience, once again enhance the luxury value of the rear drive, improve the quality of communication message content, improve the overall campaign style, to meet the needs of consumers upgrade.

Let the "back drive" point of view implanted into the mind of the target consumer group, establish a strong correlation, but also let the "back drive" become a wise choice.

The second time I bought a car, I knew that the rear drive was the standard.

 Three. 

 Secondary proverbs 

 Let's give the first life 

In addition to its post-election experience, Cadillac also integrates a set of "life secondary maxims" that cover food and clothing.

Buying a house for the first time? Cadillac tells you about the experience of buying a house for a second time

Haven't skipped the slot yet? Listen to Cadillac's Second Proverbs first.

First pregnancy? Cadillac tells you about the experience of a second pregnancy

If you're pregnant for the first time, you might be preparing maternity clothes and pregnancy oil, but I'm afraid it's hard to think of a side pillow.

The concept of the dissemination of the second maxim is to gather those less well-known, the first easy to ignore the wisdom of experience, so that experienced officials can smile, but also let the first less detours.

Cadillac's "Secondary Proverbs" campaign attaches considerable importance to female consumers, with more than half of the female perspective or clips of female actors, and we also put a special edition of the little red book on the little red book, and the little partners can see how different it is.

The experienced Fu Ma Fu Seoul and the terrier GQ Lab also give their "secondary maxims":

More than that, more about travel, food, daily, fitness... experience, we put in the cookies.

Offline Cadillac 4S store waiting for you to open your Second Proverbs!

After chasing the second proverbs dissemination movement, you can certainly fill up the value of life experience.

"No rear drive, not luxury" 1.0 triggered a brush screen and hot discussion, Cadillac customers did not stop there, but continue to adhere to and expand the rear drive family strategy, and with Shenga SG continue to explore new communication upgrades, which has a "second proverbs" such as another benchmark 2.0 communication movement.