| Title | LINCOLN NAUTILUS: LIGHTING UP GUANGZHOU |
| Brand | LINCOLN |
| Product / Service | NAUTILUS |
| Category | B06. Tech-led Strategy |
| Entrant | MINDSHARE CHINA Shanghai, CHINA |
| Idea Creation | MINDSHARE CHINA Shanghai, CHINA |
| Media Placement | MINDSHARE CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Gary Tao | Mindshare China | Account Lead |
| Steven Shen | Mindshare China | Account Lead |
| Grain Gu | Mindshare China | Campaign Lead |
| Jefferson Yin | Lincoln China | Client |
| Nicholas Short | Mindshare China | Case Study |
| Eva Gu | Mindshare China | Campaign |
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.