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.
We needed a solution...