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: Lincoln Brand owner: Ford Agency: Mindshare China Market: China Sector: Luxury automotive, SUVs, 4x4s Media channels: Events & experiential, Outdoor, out-of-home, Social media Budget: 1 - 3 million

Executive summary

China's automotive category is perhaps the most competitive, cluttered sea of similarity that exists in media. Similar claims, similar marketing models and similar nameplates.  For a challenger brand like Lincoln, ensuring the successful launch of it