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LINCOLN TARGETS WOMEN IN NEW URBAN ADVERTISING CAMPAIGN FOR 2011 LINCOLN MKX CROSSOVER
Ford Press Release




  • Today Lincoln launches a new urban ad campaign called “Touch Me All Over” that highlights the technology, luxury and style found on the 2011 Lincoln MKX crossover
  • The campaign features TV, print, radio and digital executions that are designed to appeal to upwardly mobile women in the urban market, with TV spots appearing on such media outlets as BET, TV-One, The Gospel Music Channel and CNN
  • The launch of a print ad campaign will coincide with the TV ads and comes just weeks after the brand debuted its new overarching Lincoln ad campaign called “Smarter Than Luxury.” The entire campaign was created to highlight the luxury, style and technology featured on the new Lincoln MKX crossover while continuing to elevate the brand’s luxury presence within the urban market

DEARBORN, Mich., Oct. 18, 2010 – Lincoln has revealed a new urban advertising campaign tied to the 2011 Lincoln MKX crossover, a move that will continue to expand the brand’s efforts to differentiate the new Lincoln product in today’s luxury market. The “Touch Me All Over” campaign will show consumers that the Lincoln of today is both sexy and smart.

“This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX,” said Shawn Lollie, Lincoln multicultural marketing manager. “We’re going to really highlight how Lincoln products are an extension of a person’s life, in this case a successful African American woman’s, and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings.”

The TV spot, which was shot in and around Los Angeles, features beauty shots of the vehicle while showcasing some of the technology found on the Lincoln MKX, such as MyLincoln Touch™ driver connect technology, which comes standard on Lincoln MKX.

In the ads, which begin airing today, the actress is seen using her MyLincoln Touch technology to locate a friend’s party on a yacht after finding out she has just been named partner for her law firm. As she drives along she activates SYNC® to locate her favorite song, smiling and thinking to herself that she has it all, including the vehicle to go along with her luxurious lifestyle.

The new print ads also follow the “Touch Me All Over” campaign theme and are designed to focus on MyLincoln Touch driver connect technology while also providing a full view of Lincoln MKX. The ads will appear in Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.

“We chose to spotlight the fact that the Lincoln MKX is more than a vehicle; it’s an extension of a woman’s lifestyle,” said Lollie. “It’s not just a vehicle for flash; it’s a vehicle that offers substance.”

The entire advertising campaign was created by The UniWorld Group, Ford and Lincoln's African American advertising agency of record.

For more information on Lincoln or to view the new ad campaign, please visit www.lincoln.com.
 

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A campaing specifically to African-American Women market???? Wow, what complicated is the north american car market! This car is good for all...male, female, young and older people that like the finest 5 seats medium size crossover.

Whatever....
 

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I just have a bad feeling about it. Alan Mullaly has not exactly been a royal customer to anyone but the Ford brand. Even Mazda is getting Axed, and its not exactly a Ford brand.
Volvo got axed, Mercury got Axed...
Why . . . ?
Now this feminazition of Lincoln is a sure sign that they do not think its a main stream brand with mainstream appeal. Soon or later, he will chop off its head.

Watch
 

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I just have a bad feeling about it. Alan Mullaly has not exactly been a royal customer to anyone but the Ford brand. Even Mazda is getting Axed, and its not exactly a Ford brand.
Volvo got axed, Mercury got Axed... Now this feminazition of Lincoln is a sure sign that they do not think its a main stream brand with mainstream appeal. Soon or later, he will chop off its head.

Watch
as I have stated in other threads, highly unlikely

they have given Lincoln its own deveopment team lead by a former Audi exe

they also have stated numerious times 7 new products in 4 years

plus the revamp of the show rooms...

yea they are certaintly going to die
 

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Discussion Starter #7
I just have a bad feeling about it. Alan Mullaly has not exactly been a royal customer to anyone but the Ford brand. Even Mazda is getting Axed, and its not exactly a Ford brand.
Volvo got axed, Mercury got Axed... Now this feminazition of Lincoln is a sure sign that they do not think its a main stream brand with mainstream appeal. Soon or later, he will chop off its head.

Watch
I see you didn't read the press release or know much about how car makers advertise in the U.S.

Ford, as well as the two bailed out automakers, do have three large audiences they advertise to. Those are Hispanic, African American and US General Market a.k.a everybody else. For each one of them they use a different advertising agency and a different marketing strategy.

Lincoln decided that for their midsize 5 sets CUV they would emphasize their marketing towards the female audience for the AA market, hardly a feminization of Lincoln or a belief by Lincoln that they are not a main stream brand with mainstream appeal. That is a simplistic and tendentious conclusion.

As for the comment about Mulally, I think that his record more than speak for itself so I wont even bother . . .
 

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Lincoln has revealed a new urban advertising campaign tied to the 2011 Lincoln MKX crossover, a move that will continue to expand the brand’s efforts to differentiate the new Lincoln product in today’s luxury market. The “Touch Me All Over” campaign will show consumers that the Lincoln of today is both sexy and smart.

“This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX,” said Shawn Lillie, Lincoln multicultural marketing manager. “We’re going to really highlight how Lincoln products are an extension of a person’s life, in this case a successful African American woman’s, and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings.”

The TV spot, which was shot in and around Los Angeles, features beauty shots of the vehicle while showcasing some of the technology found on the Lincoln MKX, such as My Lincoln Touch™ driver connect technology, which comes standard on Lincoln MKX.

In the ads, which begin airing today, the actress is seen using her My Lincoln Touch technology to locate a friend’s party on a yacht after finding out she has just been named partner for her law firm. As she drives along she activates SYNC® to locate her favorite song, smiling and thinking to herself that she has it all, including the vehicle to go along with her luxurious lifestyle.
 

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Yes, but didn't Mercury target women?? Look what happened. mixed feelings about this. If you are going to target women, at least bring back a proper "Designers Series" with decent color combinations, tasteful interior fabrics and all that then throw in all the modern tech.
 

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I see you didn't read the press release or know much about how car makers advertise in the U.S.

Ford, as well as the two bailed out automakers, do have three large audiences they advertise to. Those are Hispanic, African American and US General Market a.k.a everybody else. For each one of them they use a different advertising agency and a different marketing strategy.

Lincoln decided that for their midsize 5 sets CUV they would emphasize their marketing towards the female audience for the AA market, hardly a feminization of Lincoln or a belief by Lincoln that they are not a main stream brand with mainstream appeal. That is a simplistic and tendentious conclusion.

As for the comment about Mulally, I think that his record more than speak for itself so I wont even bother . . .
I agree wholeheartedly. EVERY car company that sells its product here in America has different ads for different markets. This is nothing new. They've been doing it for almost 3 decades (that I can remember... used to see Chevy, Ford, Dodge, & Toyota ads in Jet, Ebony, & some spanish channels while tv surfing). FMC got flack for making print ads (Jaguar & Volvo I know for sure) for the gay community about 8yrs ago by christian groups. They held out for a while but eventually stopped doing them. With the new legislation though of allowing gay marriages in more states, I'm sure they'll start doing it again if they already haven't.
 

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How about a "Victoria's Secret" Collection of Lincoln's......In addition to the special editions with over the top interiors using special colors/fabrics etc, have models oozing all over the vehicles. That's one way to get men into Lincoln delaerships. That's where the sporty Lincoln's come into play. Most men will go to the dealership with the excuse they are looking at the sporty Lincoln's but in reality they have something else on mind......

Ok, maybe this approach is too edgy but ............I can be there in 20 minutes! LOL
 
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