Cadillac—a brand widely known for generations for its high quality, and more

recently, its appeal to consumers with contemporary, affl uent lifestyles—wanted

to fi nd a way to directly reach its customers with the launch of the Cadillac DTS

sedan.

Cadillac and its advertising agency of record, Starcom MediaVest Group, sought

help from Dallas-based AdverTickets to create an ad campaign that would effectively

directly market the upscale brand to high-income, professional males.

AdverTickets designed a high-tech ad campaign specifi cally targeting golfers via

GPS-enabled, golf cart-mounted displays.

Since Cadillac drivers are golfers, AdverTickets was confi dent that advertising

directly to them in a way that actually enhances their golf experience would be

successful for the brand. AdverTickets strongly recommended “owning” the

category with a national advertising buy.

AdverTickets and Cadillac decided to reach the car company’s target audience

literally where they play—the golf course. AdverTickets created digital ads for the

Cadillac DTS that appeared on thousands of golf carts at 105 higher-end public and

private courses across the country for three months. The GPS systems displayed

to players in real-time course information such as layout, hazards, pro tips and

distance to the hole.

The Cadillac ads appeared alongside the golf statistics and tips on the GPS

systems to ensure Cadillac’s message would be seen. The campaign—the fi rst of

its magnitude to marry a high-end brand with an affl uent, captive audience using

GPS technology—showcased the Cadillac DTS to more than 780,000 golfers

during the three-month period.

AdverTickets commissioned Edison Media Research to conduct a study that would

help gauge the effectiveness of the campaign. The results proved successful for

Cadillac. It showed that:

As traditional methods of advertising are becoming increasingly less effective in

reaching key target audiences, companies are turning to alternative mediums to

effi ciently and successfully reach their core customer bases. The results for Cadillac

are a testament to the increasing interest in and effectiveness of nontraditional,

out-of home advertising. Clients can now reach highly targeted customer groups in

new and surprising ways where they live, work, play and travel.

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