With national sales events representing over fifty percent of the new Lincoln Motor Company marketing spend it was important that we create work that broke through the usual sales event chatter. With fully integrated retail campaigns we helped reposition Lincoln to a new, younger more savvy luxury buyer.
The new MKZ Hybrid was one of the best selling mid-size hybrids in America so to keep up the momentum we created a newspaper campaign for the dealer toolbox keeping the look clean and simple.
The new MKZ was launched just as the auto show circuit was in full swing. To create interest and help bring luxury consumers to the Lincoln display we created regional OOH that were placed near auto show locations. Here are a couple we did for the L.A. Auto Show.