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Automotive

Lawrenceville Lincoln

OVERVIEW:

Often, the most powerful way to tell someone about something new and exciting isn’t about telling at all; it’s about showing, and letting the pictures do the talking. When Lawrenceville Lincoln of Lawrenceville, NJ, wanted to let customers know about the all-new MKZ model, and all that was new about the dealership and Lincoln itself, they turned to Comcast Spotlight for a multi-screen advertising campaign with compelling visuals that spoke for themselves.

STRATEGY:

Building on a theme of “reborn,” the dealer’s commercial emphasized the new MKZ in a series of dramatic, fast-cut images highlighting the car’s design features. To reach prospective car buyers, commercials aired on top-rated networks like USA, HGTV, TNT, FOX News and CNN. Those ads were coupled with banner advertising on the Xfinity.com homepage.

SUCCESS: