Who: Cadillac and Isobar Canada

What: “Cadillac Live,” a new online video service that lets people take a streamed tour of a Cadillac showroom with the help of a live sales agent who provides information about various models. It is Isobar’s first work for the luxury auto brand since being appointed AOR last year.

When & where: “Cadillac Live” is available at Cadillac.live from 6 p.m. to 2 a.m. Sunday to Thursday. The digital showroom is located in a 10,000 square-foot film studio in Toronto.

How: Described as “one part personal shopper, one part interactive digital showroom,” Cadillac Live represents an advance on the instant messaging and “build-your-own” functionality that have become standard aspects of the car-buying process.

Live agents are equipped with cameras, Bluetooth headsets and an app interface that allows them to showcase different colours, rims and accessories. The agents can hear but not see participants, and can respond to questions in real time. Agents can also book a test drive at their nearest dealership. The initiative includes five Cadillac models: The CTS-V, CT6, XT4, XT5 and Escalade.

And we quote: “With Cadillac Live, we’ve reimagined what online car shopping looks like and put the consumer at the centre of the experience. Leveraging innovative technology, we’ve created a personalized, seamless environment, where consumers can research and explore every element of the product line and ask questions in real time and more importantly, on their own time, from anywhere.”—Ryan Paterson, creative director, Isobar Canada.