MKS Launch
Campaign Site
- 1,000,000+ Unique Visitors
- 90% Video Completion Rate
- Best in Show at Detroit’s D Awards
Challenge
For the launch of Lincoln MKS, Team Detroit wanted to reintroduce Lincoln as a luxury brand, a category that has long been dominated by European vehicles such as BMW, Audi and Mercedes-Benz. In addition to the loyal Lincoln audience, they wanted to generate buzz among a young, affluent group whose focus in vehicles was not only luxury, but also technology. From a branding perspective, Lincoln was set to launch their new positioning, “Reach Higher” — a broad transition from their more traditional brand voice, it utilized a more futuristic style, palette and tone. This presented a challenge, but also a great opportunity for the brand to reinvent itself as well as establish a new vehicle line into the saturated market. It combined two differentiating attributes that Lincoln had been introducing with their vehicles: luxury and technology.
Solution
Working with the style created for the offline campaign by Wunderman and Y&R, BLITZ created a futuristic setting that took full advantage of motion, sound and sleek and seductive design. Advanced technology features, such as adaptive headlamps and cruise control, and connectivity and multimedia options were highlighted throughout via interactive vignettes. Additionally, the site included video demonstrations and interviews from Lincoln designers and engineers who spoke about the detail and ingenuity that went into this all-new techno/luxury line.
Results
The campaign, and more specifically the website, helped Lincoln become a consideration for luxury shoppers again, exceeding expectations by 32 percent. During the campaign it garnered 1MM + unique visitors and a 90 percent completion rate on the extended video demonstrations while also being praised by professionals throughout the automotive industry.
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