CADILLAC
[THE LYRIQ LAB]
We turned a car into a recording studio
INSPIRED BY CADILLAC'S ICONIC MUSICAL LEGACY, THE ENGINEERS OF THE NEW LYRIQ STUDIED RECORDING STUDIOS TO CRAFT A 19-speaker AKG surround sound system. SO WHEN THE BRAND NEEDED A CONTENT STRATEGY FOCUSED ON A NEW GENERATION OF DRIVERS, WE ENGAGED TIKTOK MUSIC CREATORS TO RECORD AN ORIGINAL TRACK INSIDE THE VEHICLE.
Cultural insights unlocked a connection between CADILLAC’S MUSICAL ROOTS and emerging artists on TikTok.
After capturing the original sound, we INVITED THE REMIX COMMUNITY TO PERSONALIZE AND AMPLIFY THE BEAT. THE RESULT WAS A COMMUNITY-DRIVEN REMIX SERIES, INSPIRED-BY AND RECORDED-IN A CADILLAC LYRIQ. THE CAMPAIGN engaged A NEW GENERATION OF CADILLAC DRIVERS, while highlighting THE advanced tech inside THE VEHICLE. initial preorders for the LYRIQ sold out within minutes, prompting Cadillac to sustain top-of-funnel TikTok ad campaigns to meet the demand.
TikTok Creative Strategy Direction: Seth Rementer, Jeff Topol
Marketing + Creative Leadership : Cadillac, Carat, Leo Burnett
