Like many luxury car brands, Cadillac targets a niche market of high-income consumers. To reach them, the brand identified connected products that this group uses on a daily basis: from Fitbit and TomTom trackers to Apple and Garmin watches to Amazon Echo and Wink Hub “smart home” devices. To speak directly to the target when using the devices, the team worked with the Weather Network to modify its app so that it would recognize when the target was using the app via their Apple Watch. The brand then retargeted users with wide-screen mobile ads promoting its cars. The programmatic team identified and targeted users of other connected devices including Fitbits, Garmin, Samsung Gear, Misfit and Myo. In total, the campaign generated one million mobile impressions and ads were sent to more than 25,000 smartphones.