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Jack Morton
Cadillac V-Lab

Lets face it, if you put the word out that there’s a ride and drive featuring a great car like the Cadillac CTS-V, you’re going to fill some seats. The trick is filling seats with the right kind of people. And for Cadillac that means high-end luxury seekers looking to be won over.

To meet the challenge, we designed a series of five invitation-only racetrack takeovers that included the Monticello Motor Club and Laguna Seca. The elite captive audience enjoyed a total V-class immersion that delivered big on product information and pure adrenaline. The idea was to create purchase consideration, and the resulting increase in sales proved that we were on the right track. Make that tracks.

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