Spikes Asia

Lincoln Nautilus: Lighting Up Guangzhou

MINDSHARE, Shanghai / LINCOLN / 2022

Case Film
Case Film

Overview

Entries

Credits

Overview

Background

The auto category in China is perhaps the most competitive, cluttered sea of similarity that exists in media. Similar claims, similar marketing models and similar nameplates. China didn’t exactly lack for luxury SUVs. There were already seven other competitors in the market. 

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.

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