General Motors Middle East: cost-effective creativity for the Cadillac Blackwing

Launching the new Cadillac Blackwing with an agile, custom build to activate in 2 strategic locations.

With 2 track days taking place in Abu Dhabi and Dubai, a consistent brand experience across the 2 locations was key. A cost effective and smartly designed toolkit of branding and scenic was delivered to be easily transported and set up in both locations.

The Abu Dhabi experience started in the evening, with media guests attending a private cinema screening of the Blackwing teaser movie, followed by an intimate dinner over the track at the hotel’s Garage restaurant.

The following day, the media guests move to a transformed pit garage for a thrilling track drive experience with the option to select the Blackwing CT4-V or CT5-V as their vehicle of choice. In the evening, the experience was repeated for fifty Cadillac customers who had the opportunity to uncover the new Blackwing’s capabilities.

In the following weeks, Dubai-based media and customers were invited to the Dubai Autodrome, where the cinema and drive experience was replicated, reusing the production elements from Abu Dhabi and creating a seamless and consistent experience across the region.