A common consumer fear is that an electric vehicle won't have enough power to get them to their destination. In an effort to ease consumers' anxieties, Cadillac used Slow TV to demonstrate the LYRIQ, the brand's upcoming all-electric debut model, and its incredible range.
Dubbed Cadillac Range Un-Anxiety, the new video spans over 3 hours long and takes viewers on a calming and picturesque drive through mountainous B.C. roads. According to Cadillac Canada, "What better way to show how far 480 KM actually is and help relieve consumers’ anxiety, than to strap a camera on a car and actually take people on a Slow TV journey through the beautiful mountains of Western Canada?"
The new campaign was developed by Isobar Canada and will be promoted throughout Cadilac Canada's social channels, with the long-form video available to stream via YouTube.
Car-Branded Slow TV Experiences
The Cadillac Range Un-Anxiety Video Helps Calm Viewers
Trend Themes
1. Electric Vehicle Range Demonstration - Using Slow TV to demonstrate the range of electric vehicles can ease consumer anxieties and increase adoption.
2. Branded Slow TV Experiences - Creating branded Slow TV experiences that provide calming content can increase brand engagement and promote positive associations.
3. Long-form Video Marketing - Marketing campaigns that include long-form video content can increase consumer engagement and provide more opportunities to showcase a product or service.
Industry Implications
1. Automotive Industry - The automotive industry can benefit from using Slow TV to showcase the capabilities and features of electric vehicles and alleviate consumer fears surrounding EV adoption.
2. Marketing and Advertising Industry - The marketing and advertising industry can capitalize on the trend of branded Slow TV experiences to connect with consumers in a unique and memorable way.
3. Video Streaming Industry - The video streaming industry can offer more opportunities for long-form branded content, such as Cadillac Range Un-Anxiety, to attract and retain viewers.