1. LINCOLN PLEDGE AWARENESS CAMPAIGN
July 13, 2016

2. Lincoln’s brand perception improved in every category when the Matthew McConaughey campaign launched
Source: BrandWatch, Q – Q3 2015

3. Lincoln: BrandWatch Factor Ratings
However, Lincoln has an uphill battle against other luxury OEMs, and consideration is declining again
Source: KBB BrandWatch

4. Today “luxury” is being redefined as perceived value and increased practicality1
No longer an object
IT IS AN EXPERIENCE2
Added BENEFITS OF LUXURY OWNERSHIP often include3:
Longer warranties
Free scheduled maintenance programs
Upgraded treatment at service departments with loaner cars
1: Forbes “How the Uncertain Economy is Changing the Definition of Luxury”,
2: Marketing Magazine, “The Rise of Discreet Luxury and a New Consumer Elite”,
3: Forbes, “Movin’ On Up: Cars That Draw the Most First-Time Luxury Buyers”,

5. And Lincoln Pledge is poised to lead the industry in providing brand owners the truest “luxury experience”
Service Pickup & Delivery
Lincoln Concierge
Roadside Assistance for Life
Complimentary Car Wash
Complimentary Lincoln Loaner
Lincoln Complimentary Maintenance
Bumper-to-Bumper Limit Warranty

6. As Lincoln innovates around the experience of “luxury”, showcase Pledge with innovative executions on KBB.com
Mocks are concept only. Actual design and layout of product is subject to change upon production.

7. LUXURY SPEED-READER: ON-SITE
Cleverly convey Pledge’s time-saving benefits with an engaging experience
Custom creative using Spritz’s patented speed-reading technology
Encourages shoppers to learn a lot about Lincoln Pledge in a little bit of time
Ensuing content informs curious shoppers about Pledge and how, like speed- reading, it saves Lincoln owners time
Mocks are concept only. Actual design and layout of product is subject to change upon production.

8. LUXURY SPEED-READER: ON-SITE
Cleverly convey Pledge’s time-saving benefits with an engaging experience
Copy encourages shoppers to learn about Lincoln Pledge and save time
User-initiated Spritz speed- reading experience describing Pledge in detail
Experience can be replayed
Click out to Lincoln.com to learn more 1 1 2 2 3 4 4 3
Mocks are concept only. Actual design and layout of product is subject to change upon production.

9. LUXURY SPEED-READER: FACEBOOK
Extend the eye-catching experience to relevant audiences on Facebook
Reach target shoppers on Facebook and leverage powerful native video ads
Spritz experience will autoplay, grabbing shoppers’ attention as they scroll through their feed
Targeting of Facebook users who most closely resemble Lincoln’s target is also available
Compared with Polk & Datalogix data targeting, Cox Auto data CTR was 45% higher on desktop and 34% higher on mobile
Mocks are concept only. Actual design and layout of product is subject to change upon production.

10. SMARTPHONE INTERSCROLLER
Generate targeted awareness of Pledge with one of KBB.com’s newest and most prominent mobile solutions
Integrated opportunity within model pages on smartphone
Lincoln message reveals itself within an open “window” of the page as shoppers scroll down
Interested shoppers can click out to Lincoln.com to learn more

11. PLEDGE ADVANTAGE OVERLAY
Prove Pledge’s superiority over competitors’ programs in a single click
Custom overlay comparing Pledge benefits with other OEMs’ ownership perks
Overlay can be launched from various ad placements, allowing targeting to be flexible
Clearly show the overall strengths of the Pledge program, benefit by benefit
Mocks are concept only. Actual design and layout of product is subject to change upon production.
Note; Process for verifying benefits of competitive ownership programs TBD.

12. PLEDGE ADVANTAGE OVERLAY
Prove Pledge’s superiority over competitors’ programs in a single click
Overlay can be launched from various points (FEATURED CONTENT TAB shown)
Click launches overlay with grid comparing Pledge vs. competitors, benefit by benefit
Interested shoppers can click out to Lincoln.com to learn more 1 1 2 2 3 3
Mocks are concept only. Actual design and layout of product is subject to change upon production.

13. Thank you

14. APPENDIX

15. Luxury-only shoppers are a thing of the past
78%
This provides an opportunity to appeal to a broad audience
Luxury Shoppers
Considering
Both a Luxury and Non-Luxury Vehicle
Source: KBB.com Luxury Study
Q: Which brands are you considering?
N = 2254

16. Top 5 defection destinations for Lincoln owners are non-luxury brands
Q1 2016
Source: KBB.com Omniture Traffic Q2 2016

17. When asked to classify Lincoln, luxury shoppers view the brand as “premium”, below “luxury”
Non-Luxury
Premium
Luxury
Source: KBB.com Luxury Study
Q:How would you classify the following brands: non-luxury,luxury, or something in between ('premium')?
N = 1231

18. On the other hand, non-lux shoppers classify Lincoln as “Luxury”
Non-Luxury
Premium
Luxury
Source: KBB.com Luxury Study
Q:How would you classify the following brands: non-luxury,luxury, or something in between ('premium')?
N = 1231

19. Some Lincoln vehicles are heavily cross-shopped with non-luxury
Lincoln: MKZ Cross Shopping
Some Lincoln vehicles are heavily cross-shopped with non-luxury
Half of the top 10 other vehicles that MKZ shoppers view are mass market
Source: KBB.com Site Traffic

20. Non-luxury shoppers also have better perceptions of Lincoln
Source: KBB.com BrandWatch, 2016 Q1