Notes Version: Part 3. Creative Slamdown Hear how great creatives successfully sell mundane, inane or boring products!
9/30/2011 The Lincoln Blackwood “Probably the most ridiculous thing Lincoln has ever done.” “Luxury Utility Vehicle”• With only one new vehicle in 26 years, Lincoln wanted to shake off the perception that it was “old school”, “boring” and “stuck in the 60s”.• Blackwood made a dramatic statement; a specialty vehicle promoted almost entirely through direct marketing. – Limited edition – Narrow audience There were just 3 problems... Wrong vehicle Wrong concept Wrong time• 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. 1
9/30/2011 Conceived Delivered Product challenges• Genuinely expensive: $53,000• A shockingly eco-unfriendly 13 mpg (17 highway)• One color choice: black• No 4 wheel-drive• Unusable truck bed• “Gorgeous, in the way that Las Vegas honeymoon suites and Elviss jumpsuits are gorgeous” “Viva Las Vegas”: A Pickup for Elvis” – The New York Times 2
9/30/2011“So perverted by style and luxury that it cannot evencarry 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 3
9/30/2011 Blackwood MicrositePress not so great? Let’s create our own! How to find well-healed prospects? Sponsor the U.S. Open 7
9/30/2011 Where could we find the splurging super rich?$8,000 crystal Mr. Potato Head $10 million Zeppelin 50 Neiman-Marcus edition Blackwoods were offered at $58,000 each. They sold out in 8 hours.But for the rest of our prospects, Blackwood’s shortcomings were a real hurdle. Blasé brand Poor price-value Disco design Lacks basic features The press laughing at us Really, what else could go wrong? 8
9/30/2011January 3, 2001Blackwood 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 9
9/30/2011 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 11