Campaign details
Brand: LincolnBrand owner: FordAgency: Mindshare ChinaMarket: ChinaSector: Luxury automotive, SUVs, 4x4sMedia channels: Events & experiential, Outdoor, out-of-home, Social mediaBudget: 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 its new China-manufactured luxury SUV, the Nautilus, taking on big-spending competitors was going to be tough. With seven other competitors already in the market, China...