Nautilus: Lincoln Nautilus – Lighting Up Guangzhou

Lincoln, a car manufacturer, carried out a campaign in China to ensure the launch of its new manufactured luxury SUV, the Nautilus, succeeded.

Campaign details

Brand: NautilusBrand owner: Lincoln CarsEntrant company: Mindshare China - China (mainland)Idea creation: Mindshare ShanghaiMarket: Greater ChinaSector: AutomotiveMedia channels: Word of mouth, Influencers, KOLs, Social mediaBudget: 1 - 3 million

Executive summary

The auto category in China is perhaps the most competitive, cluttered sea of similarity that exists in media. 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.

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