General Motors
Factory Zero: Hummer EV Launch and NYSE Bell Ringing
Audience
Global Media Impressions
CHALLENGE
In partnership with Cadillac, INVNT set out to orchestrate a compelling live debut for Cadillac’s much-awaited all-electric Escalade IQ. The objective was to propel General Motor’s commitment to energy efficiency and sustainable practices, while elevating it’s narrative and mission.
STRATEGY
Prior to the reveal and launch event, INVNT conceptualized and produced the official Cadillac Escalade IQ teaser film; a promotional content piece that was disseminated through various social media platforms and featured prominently on billboards outside the Pendry West Hollywood hotel. The film itself introduced the highly anticipated Escalade IQ launch, which was held at Spring Studios, in Tribeca, New York City. The vehicle was craned into the facility specifically for the reveal event, which INVNT collaborated with Cadillac to design, plan and execute for an audience of 130+.
On the official reveal day, INVNT designed and curated a gallery space for displaying brand collateral, and developed stunning graphic and video content to support GM senior leadership speakers during the 20-minute press conference and open Q&A. Video interviews of GM engineers and designers were played during the press conference and went live online post-show, driving optimal audience reach.
The Escalade IQ video content captured by INVNT was made available for the media and used as a marquee marketing asset for the advertising billboard takeover of Time Square, NYC, commemorating the launch event. A week after its debut in New York, the Escalade IQ, along with its electric counterpart, the Cadillac CELESTIQ, made an appearance at an exclusive gathering for vintage car enthusiasts in Pebble Beach, California. This event further enhanced brand recognition, fostering connections between existing car aficionados, creators, and fans with Cadillac’s new electric offerings.
