Lincoln is launching a new ad campaign aimed at urban women, called "Touch Me All Over", focusing on the technology, luxury and style of the 2011 Lincoln MKX crossover.
Depending on whose statistics you believe, women buy or influence 75% to 95% of all vehicle purchases, so targeting women is smart, rather than sexist. And, really, it’s no different than featuring rugged tough guys in ads for Ford’s best-selling F-Series trucks.
The campaign features TV, print, radio and digital ads targeting upwardly mobile urban women. TV spots are appearing on such media outlets as BET, TV-One, The Gospel Music Channel and CNN.
"This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX," said Shawn Lollie, Lincoln multicultural marketing manager. "We're going to really highlight how Lincoln products are an extension of a person's life, in this case a successful African American woman's, and how Lincoln MKX offers consumers the entire package in both its exterior and interior offerings."
In the TV ads, an actress is seen using her MyLincoln Touch dashboard technology to locate a friend's party on a yacht after finding out she has just been named partner for her law firm. As she drives along, she activates SYNC to locate her favorite song. Of course, she is smiling and Lincoln wants us to believe she is thinking that she has it all, including the vehicle to go along with her luxurious lifestyle.
Magazine ads also follow the "Touch Me All Over" theme and focus on MyLincoln Touch driver connect technology. These ads for the 2011 Lincoln MKX are appearing in Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.
The advertising campaign was created by The UniWorld Group, Ford and Lincoln's African American advertising agency of record.