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.
Just in case Santa didn’t answer all your questions in the TV spot, we created a digital billboard that allowed the user to scroll through more questions to help uncover the luxury of the new Lincoln MKZ.
Let’s face it we all check the weather so why not use the same digital space to show the current weather and the new Lincoln MKC. It’s also a great opportunity to let consumers know that there is an event at their Lincoln dealer.
With the launch of the Lincoln MKZ and the Lincoln MKC we created homepage takeovers on lower funnel sites to help give in market consumers a deeper dive.
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 few we did for the L.A. Auto Show.