03/29/2001 – Mercury launches 2002 Mountaineer with sophisticated, urban marketing campaign
TV Campaign
Breaks on Network Television on April 16
IRVINE, Calif., March 29, 2001 – In a bold departure from
traditional SUV advertising, Mercury today unveiled its marketing
campaign for the new 2002 Mountaineer, a vehicle poised to define
the future of the Mercury brand. The campaign is supported by a
high impact media schedule – including May network sweeps and season
finales – kicking off April 16 on shows including Boston
Public and Ally McBeal.
The integrated campaign, which includes television, print, Internet,
direct and event marketing, is designed to communicate the urban
functionality of the 2002 Mountaineer. This vehicle, with a leading
edge, contemporary design, was directly shaped by the busy,
demanding lives of its customers. It was inspired by the “world we
live in” and the “the roads we travel most.”
“We really identified a new mindset for the SUV category,” said
Deborah Wahl, marketing communications manager for Lincoln Mercury.
“Our target customers want something more out of their SUV. These
are individualists who want a vehicle reflecting their lifestyles
and providing innovative solutions to their everyday needs.” The
launch began with a 12-page insert in select publications such as
Bon Appetit, Fast Company and Talk magazines. The
insert was designed to establish the positioning of the Mountaineer:
urban and sophisticated. Showing the vehicle among beautiful city
icons, the insert closes by stating that “The SUV built for here _
is here.”
Following the insert, which broke in April issues, Mercury used four
feature print ads to continue the urban positioning while
highlighting product attributes. The creative presents the 2002
Mountaineer as an elegant extension of the environment we live in.
For example, one ad titled “Strength Lives Here” positions the
Mountaineer against a powerful backdrop of the Brooklyn Bridge, and
addresses the vehicle’s powerful 239-horsepower, V-8 engine.
Three television spots will hit the networks beginning on April 16,
making a powerful impact on shows such as Boston Public, Ally
McBeal, Once & Again, Will & Grace, West Wing, Law & Order and
Spin City. Three additional spots will be released at the
end of April.
“We decided to go heavy on prime time television, not only because
of the audience, but because it reaffirms Mercury’s commitment to
the Mountaineer and to the brand,” added Wahl.
The campaign was developed by John Doyle, Executive Creative
Director for Y&R Advertising, Irvine. This represents Doyle’s first
work for Lincoln Mercury since joining Y&R in September 2000.
“In this category it’s difficult to create communication that is
distinctive,” said Doyle. “I think the positioning and the
execution of the new Mountaineer work finds such distinction.”
The spots highlight the urban design of the vehicle as well as
features such as side curtain air bags, third row seat and
independent rear suspension. For example, the spot “Safe Journey”
takes the 2002 Mountaineer on a journey through a city and, through
powerful urban metaphors such as iron gates closing and welders
welding steel beams together, communicates the safety and strength
of the vehicle. The spot leaves the viewer with the message that
the 2002 Mountaineer was “Thoughtfully designed with your safety and
security in mind. Because the roads you travel most are likely the
same roads traveled by everyone else.”
The music in the television spots was scored by Mark Isham, one of
the most sought after composers in Hollywood. Isham’s moving mix of
jazz, new age and classical sound add a unique inspirational feel to
the spots.
For more information about the 2002 Mountaineer, visit 2002mountaineer.com. Mercury,
based in Irvine, Calif., markets the full line of Mercury vehicles,
including Cougar, Sable, Grand Marquis, Mountaineer and Villager.
For more information, visit
mercuryvehicles.com.
