Brand Perception
In an effort to reshape its brand image, Lincoln partnered with Dafton. Collaborating closely with the luxury automotive brand, our team devised and executed a comprehensive below-the-line (BTL) strategy, leading to substantial revenue expansion.
About Lincoln(Ford)
Lincoln is Ford’s luxury automotive brand, known for its premium vehicles that offer a blend of sophisticated design, advanced technology, and refined performance. Established in 1917, Lincoln has a rich history of producing luxury cars, SUVs, and crossovers that cater to discerning customers seeking comfort, style, and innovation. Lincoln vehicles are synonymous with elegance and are often associated with a high level of craftsmanship and attention to detail. The brand continues to evolve, incorporating modern features and technologies while staying true to its heritage of providing a luxurious driving experience.
The challenge
Lincoln cars were often associated with an older demographic, despite their advanced technology features. To shift this perception, we discovered that experiencing a Lincoln car firsthand instantly alters one’s perspective.
Services Used:
STRENGTH IN NUMBERS
Business impact
We devised a strategy for Lincoln that involved deploying two hostesses in the Citibanamex Beyond airport waiting room to invite travelers to schedule a test drive. Participants had the opportunity to drive a Lincoln car from the airport to any destination within Mexico City, accompanied by a trained chauffeur who would showcase the car’s amenities or drive on their behalf if they preferred. This initiative resulted in the sale of three units during the campaign and, more significantly, transformed the brand perception. Eighty percent of those who participated in our Lincoln Experience expressed a desire to purchase a Lincoln vehicle in their next acquisition.
The outcomes of our partnership include:
Test drives
Expressed a desire to purchase a Lincoln
Revenue generated
Esteemed marketing solutions
As part of our partnership, Lincoln had the advantage of having a dedicated Dafton account manager who serves as the primary point of contact, working closely with our team of experts to ensure that the partnership yields the desired outcomes. Lincoln has expressed their satisfaction with our collaboration, saying,
“The best telemarketing insights that we’ve seen working with different agencies.”
- Hostess & Trained Drivers
- POP
- Telemarketing
