The Cadillac ELECTRIQ Theater
Experience Cadillac’s vision for an all-electric future.
Cadillac, a 120-year-old American luxury brand, is moving all-electric. In a competitive luxury market, Cadillac is not known for EVs and struggles with brand relevance. To support the launch of Cadillac’s all-electric LYRIQ and future vision, we needed to develop an epic experience that would demonstrate to consumers why Cadillac should be at the top of their wish lists.
People love escape, being transported into alternate realities. So, what if used the power of immersive environments to transport people into an amazing alternate future?
Introducing Cadillac ELECTRIQ Theater, a 360-degree immersive multimedia experience. Drawing upon Cadillac’s bold history of innovation, we took audiences on a journey from nostalgia and admiration, to wonder and inspiration, exciting them with Cadillac’s vision for an inclusive, all-electric future world.
An ambitious technical achievement, Cadillac ELECTRIQ Theater was among the first custom-built immersive theater experiences of this scale to tour the country with appearances at the Miami Open, U.S. Open, PGA Championship, and the North American International Auto Show.
The Cadillac ELECTRIQ Theater melded surreal art and breakthrough creative technology to tell a bold, inspiring brand story that resonated with luxury consumers and produced the most dramatic collective brand lifts in recent Cadillac experiential history: +17% Lift in Opinion, +11% Lift in Consideration and a 14% lift in the primary client objective Brand for Me—7x the goal.