DEARBORN - The Lincoln Summer Invitation sales event begins today and Lincoln will leverage its online concierge program to break through the seasonal advertising clutter.
“There’s a lot of automotive advertising in the marketplace this time of year. Most luxury brands are blowing out old model year product in anticipation of the new model year arrivals.” said Kevin Schebil, manager, Lincoln Marketing Communications. “Our strategy is to use Lincoln Online Concierge as a way to break through the summer clutter, and begin to introduce Lincoln as a brand geared towards a unique and personal shopping experience.”
The Lincoln Concierge is a personal shopping assistant available 24/7 online at www.lincoln.com to assist customers who are interested in shopping for a Lincoln vehicle.
While other luxury brands offer a similar service, they do not provide customers with an opportunity for video chat with a live person.
“That’s what makes Lincoln unique,” said Schebil.
The Lincoln Concierge is introduced in two 30-second ads, one featuring the Lincoln MKZ and the other showcasing the Lincoln MKX. Both ads will be featured in popular television programming, such as CSI, Criminal Minds, Sports Center and Breaking Bad. They also will be delivered in home page placements on MSN, New York Times, Kelley Blue Book and AOL.
“The Lincoln Summer Invitation ads must work very hard. They have to communicate four to five important points, all in 30 seconds,” said Schebil. “We introduce a brand new concept with the concierge, highlight class-leading features, build equity in an event name all while driving consumers to their local Lincoln dealer for our ‘best offers of the year.’”
Both ads are produced with a premium look and feel that is in line with Lincoln brand work.
The Lincoln Summer Invitation sales event – along with the ads – runs through Sept. 2.
Click on the following links to view the ads.
MKZ - http://youtu.be/uWbka_Z6m8Q
MKX - http://youtu.be/pxzj4Ea706c