The Big Idea

The big idea is the concept that will set your campaign apart from the rest. What will you do to attract customers? The key is to find something that will be popular with a wide range of customers and clients and doesn't have to change constantly.

"Buy a Piece of History."  My big idea is a new slogan for Cadillac and also maybe a branded image they could use. In the campaign it will be a magazine 2 page spread with a mail back flyer to enter a contest when you go and test drive a new Cadillac and you receive a gift. Each dealership will offer food and spirits too on the day of the event.
The ad campaign will show an old Cadillac back and with a grill shot of the car, full page, and the Cadillac logo on the right page within the grill. Its the actual emblem on the grill. Then the flyer in the center to mail in to receive your VIP invite to test drive the Cadillac and receive a Cadillac bumper sticker and special offers per dealership. hopefully the ad image will be attractive to the customer and hopefully bring customers to the dealerships to test drive and buy a Cadillac.

"First thoughts should be worked and reworked, leading to more mature thoughts."

 (Pg. 72, Advertising by design)

In the end I want to attract more target audiences such as the Hip Hop, all American wealthy parents college student, Latin, and African American, groups and segmented groups within those. Those are just a few of other markets I believe are a large part of Cadillac's sales.
"An advertising idea— or concept—is the creative reasoning behind a solution. The concept determines the resulting message: what you say and how you design." (Pg 68. Advertising by Design)