Lincoln - dreams

A campaign (2006-7) for Lincoln luxury cars. Campaign objectives: improve opinion and consideration of brand, reverse decline and grow share, attract new buyers.

Lincoln “Dreams”

BUSINESS SITUATION

In 1998 Lincoln was the top selling luxury car brand in the US. Riding high on the success of the new Navigator, the brand overtook Cadillac for the first time in over 10 years. Fast forward to 2005 and luxury leadership was a long-forgotten trophy, as brand sales and segment share tumbled well below those glory day levels.

A shrinking product lineup, relatively minor product freshening and changes in strategic positioning had contributed to a troubling consumer perception. Lincoln was seen as “old” luxury and not relevant to the buyers gravitating in ever-greater numbers to Lexus,...

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