FORBES: Why Cadillac’s New ‘Sound Of Arrival’ Campaign Featuring RZA Is a Hit

Cadillac has unveiled a new digital campaign titled “Sound of Arrival” to promote the launch of the new Escalade. This campaign, which will run across social media platforms including Twitter, Instagram, and YouTube, features rapper, actor, filmmaker, and record producer RZA. In the campaign, RZA explains how the 36 speakers in the Escalade’s AKG Studio Reference System deliver superior sound through their precise symmetry and functionality. The first spot, “Hero,” showcases this technology with the speakers coming to life as RZA narrates.

In a creative touch, RZA recorded Wu-Tang Clan's influential album 36 Chambers using an AKG microphone—the same brand that provides the 36 speakers in the Escalade. The campaign also includes a new instrumental remix of Wu-Tang Clan’s hit song "C.R.E.A.M."

A behind-the-scenes video detailing the making of the commercial has also been released.

This campaign is likely to be effective for Cadillac for three key reasons:

1. Innovative Creative Approach The campaign highlights a unique feature in the competitive SUV market. With advanced tech like backup cameras and parking assist becoming standard across high-end models, a state-of-the-art sound system is a distinguishing factor. The collaboration with Wu-Tang Clan’s 36 Chambers reinforces the 36-speaker system’s unique selling point through high-quality filmmaking.Jessica Mangiapane, Senior Manager of Cross Brand Strategy at Cadillac, underscores the importance of the sound system: “The AKG Studio Reference audio system offers Grammy-winning studio technology, crafted exclusively for Cadillac with premium materials and finishes.”The 19-speaker AKG system comes standard on the Luxury, Premium Luxury, and Sport trims of the Escalade, while the 36-speaker system is available on the Premium Luxury and Sport trims and standard on the Premium Luxury Platinum and Sport Platinum trims.
2. Effective Use of RZA as Spokesperson Featuring RZA in the campaign aligns well with Cadillac’s target demographic. While the average Cadillac buyer is older, RZA’s fan base, which includes Millennials and younger Generation X, provides a connection to a broader audience. Given RZA’s influence as a rapper, filmmaker, and producer, he resonates with both current Cadillac buyers and potential future customers.Mangiapane explains RZA’s fit: “RZA’s multifaceted background, from being an acclaimed hip-hop producer to a passionate Cadillac owner, aligns perfectly with the Escalade’s AKG sound system. His personal connection to the brand adds authenticity to the campaign.”
3. Capitalizing on Cadillac’s Strength in the African American Market Cadillac has historically been a strong aspirational brand within the African American community. A Viant study shows that African-American Millennials are 57% more likely to drive a Cadillac compared to other groups. RZA’s involvement enhances this connection, aligning with Cadillac’s ongoing efforts to engage with this demographic while appealing to a broader audience.Cadillac is also involved in corporate social responsibility initiatives to support the African American community. However, innovation in marketing is crucial for maintaining and growing Cadillac’s market position amidst global competition.

Overall, the “Sound of Arrival” campaign demonstrates a thoughtful blend of creative innovation, effective spokesperson choice, and strategic market positioning, marking it as a potentially successful effort for Cadillac.