GENERAL MOTORS MIDDLE EAST: VILLA ESCALADE

Twelve days, 160 guests, seven sensory activation zones. Shining a light on one exceptional product.

As part of Cadillac’s 360-marketing campaign towards the 2020 Cadillac Escalade, General Motors Middle East wanted to design and create a private, fully-immersive experience that launched the Cadillac Escalade, offered a private preview of the vehicle and, importantly, hosted guests in sensory brand environment.

Welcome to Villa Escalade. Emulating the home ambience of the Escalade owner, rigorous location scouting led us to Malhas Villa in Dubai’s Emirates Hills. Across 12 days, customers, automotive journalists, and influencers journeyed through Villa Escalade, experiencing a series of engaging activations in each room that enveloped them in Escalade.

These included a production history gallery illustrating Escalade throughout the decades, an AKG cinema experience with the 8D sound technology to mirror the vehicle’s enhanced AKG speaker sound system and, in the final room on the journey, the Escalade for a private preview and storytelling experience of ’The Makers’. The journey was interspersed with activations that included a live clay artist imitating the design and development of the Escalade, perfumiers Oo La Lab developing a custom scent, dispersed throughout the villa using a scent cannon and shared with customers as a custom candle giveaway.

Connectivity and content were crucial components of the brief, with the added complexity of live streaming the Launch and Villa’s activities over Cadillac’s social media channels. As a result of its success and organic social media buzz, members of the public reached out to us in droves to see how they could experience Villa Escalade for themselves.

“The feedback we have received from clients has been so unbelievably positive… and the planning and execution was flawless throughout.“

Financial services and Fintech client

“It is always a pleasure to work with the Noble Events team: committed, knowledgeable, supportive and highly professional….. Turning around our most recent event from initial contact to delivery in 4 weeks illustrates what an amazing team we make! Thank you for all your wonderful support and guidance; we did it.“

Andrew Pilkington, Managing Director

Genesis Motor UK Limited

“…your team is a huge breath of fresh air…really valuable input to both the event and the strategy around it”.

LUXURY BRAND CLIENT

“I wanted to say a huge thank you to you all for your support in making the event last week such a great success.“

Financial services client

“We would thoroughly recommend working with Noble Events”

PR SECTION MANAGER

HONDA MOTORS EUROPE LTD

“Their sense of fun coupled with dedicated professionalism and a very thorough approach ensures any event they are involved with is a joy to work on.”