Campaign details
Brand: NautilusBrand owner: LincolnAgency: Mindshare ChinaMarket: China (Mainland)Sector: Luxury automotive, SUVs, 4x4sMedia channels: Events & experiential, Outdoor, out-of-home, Social mediaBudget: 1 - 3 million
Executive summary
The auto category in China was perhaps the most competitive, cluttered sea of similarity that existed in media. Similar claims, similar marketing models and similar nameplates. For a challenger brand in the market like Lincoln, ensuring the launch of its new China-manufactured luxury SUV, the Nautilus, succeeded against big-spending competitors was going to be tough. China didn't exactly...