To introduce the new Cadillac BLS to the UK market, and to generate test drives across the country, Tangent One created a microsite and banner focused campaign which built excitement and anticipation.

The unusual aspect of the campaign was the back-end mechanic. Users completed their registration directly into the banner which was followed up quickly by SMS validation. All approved users were then entered into an integrated CRM enabling a 3rd party customer service partner to make contact to arrange test drives and solicit opinions after the test. This feedback was then published on the microsite, giving the campaign a personal touch.