ELECTRIQ Theater: Retail Pop-up
A bold, inspiring brand story that forged an emotional connection with consumers
Cadillac is an original EV innovator. We were the first to introduce an electric starter motor in 1911 and now our LYRIQ is sparking a new chapter with purposeful EV innovation and style.
But California is enamored with local EV pioneers. To win in the EV market and disrupt competitor’s brand dominance in California, Cadillac needed a new way to promote the all-new LYRIQ and showcase its ambitious vision for an all-EV future. This resulted in the Cadillac ELECTRIQ Theater retail, pop-up experience.
This new and improved Cadillac ELECTRIQ Theater melded current and future product, EV storytelling, art and breakthrough creative technology to tell a bold, inspiring brand story that forged an emotional connection with consumers. And a test drive experience gave Californians a chance behind the wheel of the LYRIQ.
Impact
In just six months, our innovative, retail pop-up achieved more than 51K visitors, and generated significant number across hand-raisers, sales and pre-orders. Most importantly, Cadillac saw a 19% lift in brand for me in California, a priority market for EV growth.