Nautilus: Lighting up Guangzhou

Car manufacturer, Lincoln, successfully launched its domestically manufactured luxury SUV using a 3D projection and drone constellation in China.

Campaign details

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

Executive summary

The auto category in China was perhaps the most competitive, cluttered sea of similarity that existed in media. Similar claims, similar marketing models and similar nameplates.  For a challenger brand in the market like Lincoln, ensuring the launch o

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