Lincoln Motors: Lincoln building relevance - IPA Effectiveness Awards Case Study 2000

Brief Description: The American car brand Lincoln, was losing market share. The luxury automototive brand was well known amongst the older male demographic, the challenge was to revitalise the brand and appeal to the younger generation. It had to appeal to a younger audience, without alienating its existing customers. Media used: TV and press, particulary magazines. Results showed that the advertising reached the right target market and raised awareness. There was a redution in defection to competitive brands and an increase in sales ;---(TAGS)--- Full Title: Lincoln USA ; Number: 2000/10 ; Brand Name: Lincoln Motors ; Client: Lincoln Mercury ; IPA_ProductCoding: Automotive (Motor cars) ; Agency: Young & Rubicam Irvine CA USA ; Author: Mark Turner, Kris Shaffer, Kara Messina ;