The Arrival Sessions
A high-end well executed production that dovetailed perfectly with the brand promise.
Did you know that Cadillac has been mentioned in over 3,500 songs since its inception 118 years ago? Music has always been ensconced in the DNA of the Cadillac brand and so has fearless evolution. So, for the consumer launch of the Next Generation 2021 Cadillac Escalade, the brand tasked Jack Morton (in partnership with Live Nation), to create an experience that presented the Escalade ‘Never Stop Arriving’ campaign in a musical context that was uniquely Cadillac.
The Arrival Sessions was a digital livestream experience that paired two artists at different points in their careers for a one-night-only collaborative performance. The legendary Roots and new arrival Baby Rose took the stage at New York’s iconic Irving Plaza, which had a new arrival story of its own, having recently completed a year-long multi-million-dollar renovation.
In addition to a 45-minute live performance, The Arrival Sessions featured bookend content showcasing the artists in their own 2021 Escalades, along with an interstitial film that gave viewers a closer look at the evolution of their careers, and what it means to set the bar higher, keep evolving and Never Stop Arriving.
The result? A high-end well executed production that dovetailed perfectly with the brand promise. And with COVID in the backdrop, Cadillac was able to deliver something memorable to music fans hungry for creative ways to experience live entertainment.
The Arrival Sessions exceeded objectives by 200% garnering tens of millions of impressions.
The program engaged over 11 million viewers and was the highest performing livestream on @LiveNation Twitter in 2020, demonstrating that the iconic Escalade truly Never Stops Arriving.