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
