DEARBORN, Mich. -
Earlier this week, Lincoln rolled out “urban advertising” efforts for the 2011 Lincoln MKX that reach out to women and demonstrate what makes the crossover unique and how the Lincoln brand itself has become “both sexy and smart,” according to the automaker.
The “Touch Me All Over” campaign will have TV, print, radio and digital elements to promote the technological and luxury amenities of the MKX while also showing off its style. The target audience of the campaign is “upwardly mobile women in the urban market.”
Lincoln started airing the commercial on Monday on TV channels like BET, TV-One, The Gospel Music Channel and CNN. The print aspect of the campaign started Monday, as well.
“This campaign was designed to spotlight the new level of luxury, style and technology found within the 2011 Lincoln MKX,” stated Shawn Lollie, multicultural marketing manager for Lincoln.
“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,” Lollie added.
Explaining the TV commercial in more detail, officials said it shows “beauty shots” of the vehicle in addition to highlighting the technologies amenities, one of which is the MyLincoln touch driver connect function that all MKX models include.
During the commercial, the actress’ character is finding her way to the party her friend is hosting on a yacht by using the MyLincoln Touch function, according to officials. The character has just learned she has earned partner status at a law firm.
“As she drives along she activates SYNC to locate her favorite song, smiling and thinking to herself that she has it all, including the vehicle to go along with her luxurious lifestyle,” officials noted.
Regarding the print aspect, these ads — which will also highlight the model’s connectivity features and give a "full view" of the vehicle, as well — are included in the following publications: Black Enterprise, Sister 2 Sister, Juicy, Essence, Ebony, Heart & Soul, Upscale and Vibe Magazine.
“We chose to spotlight the fact that the Lincoln MKX is more than a vehicle; it’s an extension of a woman’s lifestyle,” said Lollie. “It’s not just a vehicle for flash; it’s a vehicle that offers substance.”
The UniWorld Group, which is the African-American advertising agency of record for Ford and Lincoln, developed the all elements of the campaign, according to officials.