Campaign details
Brand: NautilusLead Agency: Mindshare ChinaRegion: APAC
Strategy
Objective
For a challenger brand in the market like Lincoln, ensuring the launch of their new China manufactured luxury SUV, the Nautilus, succeeded against big spending competitors was going to be tough.
Target Audience
Lincoln needed a solution that both clearly showcased the Nautilus brand story and would capture the attention affluent and influential despite a relatively tiny budget. Through this solution, Lincoln needed to drive pre-orders for its newly launch, domestically produced Nautilus model.
Creative Strategy
Coinciding with the launch of the Nautilus' domestically produced...