Lincoln: Lighting up Guangzhou

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...