NEW YORK — Lincoln, the luxury automotive brand, today announced the launch of its new advertising campaign: “Introducing the Lincoln Motor Company.”
Lincoln was originally called the Lincoln Motor Company in 1922, when Edsel Ford signed the agreement purchasing the company from its founder Henry Leland. During its early years, Edsel worked with numerous custom-body suppliers to make Lincoln one of the most distinctive luxury brands in the industry, with motorcars that were urbane, sleek and elegant – the epitome of understated luxury.
By reintroducing “The Lincoln Motor Company,” the campaign captures the founding principles of the company and brings them forward to a new generation of progressive luxury buyers.
“Befitting this new chapter in the life of Lincoln we are making a complete new start in every aspect of consumer communication to emotionally welcome our new target customer into our brand,” said Matt VanDyke, Director of Global Lincoln Brand. “It’s not often this opportunity comes around so we intend to make the most of it and have our work in every medium be as fresh, surprising and distinctive as the new Lincoln vehicles and customer experiences will be.”
The new campaign features the all-new MKZ premium midsize sedan and MKZ Hybrid, the first transformational vehicles for the new Lincoln brand. They will be arriving in dealerships by the end of the month.
The Introducing the Lincoln Motor Company theme will be carried across print, broadcast, digital media and Lincoln’s own online platforms starting Dec. 3.
The first print ads will break in major national newspapers and online media on Dec. 3 as well. National print ads will appear in January 2013 issues of select business and consumer lifestyle magazines.
New Print Advertising
The newspaper print announcement features two all-type treatments. The first begins with the provocation, “Does the World Need Another Luxury Car?” debuting on Dec. 3, followed by “Hello. Again” debuting on Dec. 10. Both emphasize the values that once made Lincoln the leader in luxury automobiles and how these same values will be the key to its future development. These ads feature no images. A white, minimalist page with black typeface emphasizes simplicity in design.
The magazine print campaign offers an introduction to the brand and its focus on individuality. Each ad features a group of people who, at first glance, could easily be categorized, but who Lincoln recognizes as unique individuals in their own right. This campaign launches the all-new Lincoln MKZ midsize premium sedan.
The new television campaign weaves together examples of Lincoln’s past with those highlighting present design innovation. The spots evoke what has historically made Lincoln stand apart in the luxury category, while using the new MKZ as the face of the reinvented brand. There are a number of quick-cutting, artfully composed images that continue to add visual interest over multiple viewings.
New Digital Communications
A redesign of Lincoln.com, LincolnNow.com, and a brand-new app for Lincoln, Experience Lincoln, will become the portals through which a new generation can experience the grace and elegance of Lincoln’s legacy and its link to the excitement of the all-new MKZ. Through Parallax layering, an elegant display will have continual running video, dynamic movement, and full-screen video and photos that allow one to experience the vehicle in an immersive way.
The new catalogs feature contemporary, lush photography of the all-new MKZ. But a unique element has been added to provide a richer and more immersive experience. Using the new Lincoln app on a mobile device focused on the image (rather than a code or tag), the user can access iconic past Lincoln ads reimagined in a fresh new way, and even scroll back and forth between the two.
Introducing the Lincoln Motor Company is the first Lincoln campaign developed by HudsonRouge, the new WPP-owned Lincoln agency based in New York. All of the new creative work is intended to be an example of the fresh, new and surprising direction of Lincoln by embracing its iconic heritage with a new and exciting future.