Cadillac Europe is re-inventing its brand – to be the premium alternative to the dominant German marques. They are inviting employees and their European dealer network to champion its ‘Dare Greatly’ brand promise and challenge themselves to adapt and change in our digital world.
Deeper Blue was awarded a 3-year assignment to help transform communications, training and tools to support this change.
The process began with an online European survey to understand dealer attitudes, barriers and ambitions. The resulting data helped to shape a plan of action, with an initial dealer training programme held in a pop-up ‘Cadillac House’ showroom in Munich.
To demonstrate new thinking, iPads were used to drive engagement, facilitate learning and structure key action plans. Recorded iPad data was sent digitally to each attendee post-training. Information was accessible to Cadillac to measure progress and develop a clear strategy to meet ongoing communications and training needs.
The success of the training was resounding; attendees recorded their approval by scoring an average of 93% in a post-event survey. The journey to ‘Dare Greatly’ is underway; more importantly, we have gathered relevant insight to inform and navigate our next steps.