Lincoln: Lighting up Guangzhou

Nicholas Short, Steven Shen

Auto brand Lincoln harnessed two innovative technologies to ensure the eyes and attention of China's affluent were completely focused on the launch of its new Nautilus model in an extremely cluttered category.

Campaign details

Brand: LincolnBrand owner: FordAgency: Mindshare ChinaMarket: ChinaSector: Luxury automotive, SUVs, 4x4sMedia channels: Events & experiential, Outdoor, out-of-home, Social mediaBudget: 1 - 3 million

Executive summary

China's automotive category is perhaps the most competitive, cluttered sea of similarity that exists in media. Similar claims, similar marketing models and similar nameplates.  For a challenger brand like Lincoln, ensuring the successful launch of its new China-manufactured luxury SUV, the Nautilus, taking on big-spending competitors was going to be tough. With seven other competitors already in the market, China...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands