Lincoln African-American Campaign Spotlights MKX
Lincoln is going urban in a new ad push promoting the 2011 Lincoln MKX crossover with a new spot about an African-American lawyer who makes partner and celebrates with her MKX. The "Touch Me All Over" campaign, via UniWorld -- Ford's multicultural agency of record for over 25 years -- highlights the vehicle with print and 60- and 30-second spots shot in Los Angeles, and focusing on MyLincoln Touch, onboard telematics. In the spot, the lawyer learns she is promoted to partner in her African-American-owned law firm. When the president of the firm tells her to take the day to celebrate, she heads out to her MKX, and uses MyLincoln to call a friend awaiting her at a yacht party. She uses different voice-control functions to make calls and play her favorite songs, finally picking up her soccer husband from practice.
Shawn Lollie, Lincoln multicultural marketing manager, tells Marketing Daily that the African-American focus for the MKX is on women and that the ads will run on networks like CNN, TV1, TVS, and Gospel. "We conducted research and found that the vehicle appeals strongly to African-American women," she says, adding that the company will support the MKX with several experiential-marketing programs this year and next.
Also, for the first time, Ford is running a 60-second version of the ad on a roster of films targeted to the urban market through a deal with Screenvision. The :60 will also run in spot buys in the Atlanta region. Print ads focus on MyLincoln Touch driver connect technology and the visual appeal of the vehicle through beauty shots of the MKX. The ads will be in Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.
Lincoln has kept a regular focus on African-American consumers in recent years, with promotional partnerships with hip-hop artist Common, as well as with Magic Johnson, to promote the Lincoln Navigator among other vehicles.
The campaign is part of Lincoln's "Smarter Than Luxury" umbrella theme focusing on technology, design, and intelligence whose general market advertising uses actor John Slattery.
Lincoln has not had Hispanic national advertising since 2008, but will do Hispanic elements regionally in print for this campaign, per a Lincoln spokesperson.
Recent Marketing Daily Articles
-
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ...
Be the first to comment on "Lincoln African-American Campaign Spotlights MKX "
Leave a Comment