Lincoln + Consumer Experiences
Long seen as the “car your grandfather drives” Lincoln was in the process of reinventing its entire brand. On top of that, they were preparing to launch their Black Label design themes – high end trim packages that were even less relevant to luxury buyers than the nameplate itself.
The Black Label design themes aren’t relevant to our target audience, but design itself is cherished. Provide a high touch experience to luxury intenders in a more relevant and tangible space.
To build context and story around the Lincoln Motor Co. we localized our marketing efforts and created a nationwide tour, highlighting lifestyle and culture that aligned with Lincoln.