Cadillac

Defining a Chinese brand experience for Cadillac

Challenge

Cadillac Shanghai wanted to attract a new generation of confident, curious, and successful Chinese customers and take them on a journey away from their perception of the Cadillac brand as being based on an American heritage story towards a contemporary and relevant brand experience with Cadillac. This new positioning was to be launched through a new brand experience centre in Shanghai.

The centre needed to align American values of ingenuity and resolve with Chinese cultural aspirations in a way that reenergises the brand’s current customer base and positions Cadillac as the preferred vehicle of China’s established elite class.  

Solution

Working closely with the lead architect, the FutureBrand team started the process of defining the customer journey for the experience centre. 

Building on ethnographic research gathered during FutureBrand strategy process we built a series of customer archetypes outlining their goals, motivations throughout the acquisition journey. With these users identified our experience team modelled the emotional arc of the experience.

Through the mapping process we identified a number of opportunities to elevate the brand experience across every touchpoint and across the end-to-end customer journey from first engagement online to post-purchase. 

Within this solution was the ability to create an experience that integrates all opportunities for data capture into the physical experience of visiting the Centre, and to use it to create unique beautiful branded experiences that capture the essence of the Cadillac brand.

My role

Project definition, client facilitation, experience direction.