Nautilus: Lighting up Guangzhou

Lincoln, a car brand, launched a campaign in China to promote its luxury SUV, the Nautilus, and drive pre-orders at the Guangzhou Auto Show.

Campaign details

Brand: Nautilus Lead Agency: Mindshare China Region: APAC

Strategy

Objective

For a challenger brand in the market like Lincoln, ensuring the launch of their new China manufactured luxury SUV, the Nautilus, succeeded against big spending competitors was going to be tough.