DMA 2011 Creative Slamdown

Creative Slamdown

Presentation by

Nancy Wahl

Creative Director

Belacoso Communications

Over a decade ago, some mad scientist types

at Lincoln got to wondering:

What would happen if we created a mash-up

of a truck, a luxury sedan and an SUV?

The Lincoln Blackwood“Probably the most ridiculous thing

Lincoln has ever done.”

“Luxury Utility Vehicle”

With Blackwood, Lincoln hoped to shake off the perception that it was “old school”, “stuck in the 60s” and “boring”.

There were just 3 problems...

Wrong vehicle

• Blackwood was a triumph of over-the-top style vs. substance.

• Conceived of in the late 1990s, when investors sought out conspicuous displays their new-found stock market wealth.

• Delivered after the dot.com bubble burst – 1 month after 9/11.

Wrong concept Wrong time

Delivered

Conceived

Product challenges

• Genuinely expensive: $53,000• A shockingly eco-unfriendly 13 mpg (17 highway)• No 4 wheel-drive• Unusable truck bed• “Gorgeous, in the way that Las Vegas honeymoon suites

and Elvis's jumpsuits are gorgeous”

“Viva Las Vegas”:A Pickup for Elvis”

– The New York Times

“So perverted by style and luxury that it cannot even carry the occasional lawnmower or sheet of plywood.”

“You have to have money to burn to buy this. This is just an expensive toy.”

Our positioning:

A toy for rich boys

Prospect hand-out

Prospect hand-out

Prospect hand-out

Blackwood Debut

Blackwood Microsite

Blackwood Microsite

Blackwood Microsite

Blackwood Microsite

Press not so great? Let’s create our own!

Sponsor the U.S. Open

How to find well-healed prospects?

$8,000 crystal Mr. Potato Head $10 million Zeppelin

Where could we find the splurging super rich?

50 Neiman-Marcus edition Blackwoods were offered at $58,000 each.

They sold out in 8 hours.

What about the regular edition Blackwood?

We attracted lots of prospects despite:

High price

Lack of basic features

Garish design

The press laughing at us

What more could possible happen?

January 3, 2001

Blackwood Reports Production DelayClaycomo, MO Originally expected to be on sale by the fall of 2000, then delayed until the first quarter of 2001, it now appears Blackwood customers may not take delivery until the second quarter of 2001.

“Here At Last” mailer

Dealer training video

Dealer training video

Could direct marketing save a vehicle so severely flawed in design, value,

functionality, and timing as Blackwood?

No. Production was cancelled after just one year.

What did we accomplish?

• Attracted 59,300 prospects• Sold 3,356 vehicles at dealerships

– Brought in $17,786,000 in revenue

• Sold 50 Neiman-Marcus units in 8 hours – $2.9 million in sales from 1 product running 1 time in 1 catalog!

• Helped ensure the Lincoln brand will never again be perceived of as “boring”

Many thanks to Steve Luftman, Blackwood Art Director, and the rest of the Y&R team