- Posted by Sanderson Lincoln
- On December 11, 2015
Lincoln is generally known for having one of the oldest customer bases in the automobile industry, but with the help of one A-list actor, they’re hoping to change that image. And there’s no denying the results from their efforts.
Lincoln Targeting Younger Consumers
In late summer of 2014, Lincoln brought actor Matthew McConaughey into their advertising plans, signing him to a multi-year contract. Their reason for working with the smooth-talking McConaughey was to attract the modern, more culturally-progressive consumer.
Lincoln’s television ads, which featured the 2015 MKC crossover and the 2016 MKX, managed to portray a sense of class and sophistication while appealing to forward-thinkers. The first group of spots presents McConaughey driving his vehicle around Austin at night, contemplating some major philosophical issues. With a sultry voice and light music playing in the background, the A-lister makes claims like this one: “Sometimes you’ve got to go back, to actually move forward.”
The second set of ads shows McConaughey going about his life, one of them following him as he participates in a high-class poker game. Without overselling the car, Lincoln subtly highlights its exceptional features, including the badge-mounted camera, the push-button start, and the superb audio system.
Success of the Lincoln Ads
Although there have been some jokes about the philosophy-laden McConaughey promos, they’ve produced exceptional results. Lincoln saw a 25 percent boost in overall sales the month after the first set premiered on television, according to Car and Driver.
Success was so great after the ads initially aired that Lincoln experienced its best October since 2007 and the momentum hasn’t stopped.
Why the Lincoln Ads Work
Perhaps it’s true that there’s no such thing as bad publicity. It seems all the late-night TV spoofs that poke fun at the McConaughey promos have only added to their positive impact on Lincoln’s exposure.
Also possibly contributing to the success of these ads is the understated way in which they promote the featured vehicles. The director does an excellent job of showing Lincoln’s uniqueness without in-your-face bragging. This only adds to McConaughey’s effect.
Experience the Feeling for Yourself
The feeling of driving a new Lincoln stays with you long after the engine has cooled. Maybe it won’t improve your poker game – but, then again, maybe it will! Come find out for yourself and check out all our selections at Sanderson Lincoln.