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Adopting a youthful, sporty image worked wonders for Cadillac, so it’s no surprise to hear that Lincoln has decided to pursue a younger demographic with its new marketing campaign.
Lincoln is reportedly interested in targeting its ad materials to the “Gen X” crowd. Ranging between the ages of 35 and 45, these buyers are seen as key to Lincoln because they’re reaching their earnings potential, and that they don’t seem to have an opinion – good or bad – on the brand.
“They are wide open to the message,” says Lincoln Marketing Manager Thomais Zaremba. “We have no baggage with them.”
Lincoln’s spacey ad campaigns are chock full of slick graphics and CGI, and feature ’80s songs performed by modern alt-rock groups like Shiny Toy Guns and Australian singer Sia. Zaremba hopes the ads will appeal to the “children of the ’80s,” and make Lincoln’s presence known to a group that may also be considering a Lexus, Audi, or BMW for the first time.
Source: USA Today
I’m gen x, I like the new Lincolns. Ditto my fiance’. Neither of us cares one way or the other about the marketing.
All the marketing in the world will not convince this 39 year old male who is reaching his earning potential to buy a Lincoln. Make a Q-Ship like the Caddy CTS-V with a proper manual transmission, and then they will have my attention.
“take back that comment” I meant.
Haha, OK KaBoomBOX, I’ll that back that comment about Shiny Toy Guns. I’m a stuck between Gen-X and Gen-Y and I don’t like either. Maybe I’m just old fashioned. I still their their campaign will probably miss its mark. Or hell, we just might see Gen-Y kids driving around in Lincolns … but probably not.
I just have to say that it’s refreshing to Car makers actually market their CARS again, as opposed to the advertising of the last 8-10 years that seemed to focus only on financing offers. Ford (of the domestic auto makers) has actually stood out for this over the last year or so.Oh, and I’m 47 and I like Shiny Toy Guns and Sia, though the remakes of “Under the Milky Way” and “Burn’ for You” are really just so-so.
You’re kidding me right? I’m all for Lincoln focusing on younger buyers, but I think their approach is way off. Gen-Xers like my brother are too old for groups like Shiny Toy Guns–that’s more if you want to target Gen-Y. They’re the ones with short attention spans that’ll go for the “spacey ad campaigns” and CGI. Remakes of 80s songs will just make Gen-Xers ask: “What the hell is this?”Lincoln marketing folks have to ask themselves–what has made BMW, Lexus and Audi stand out to Gen-Xers and then copy and adapt that.