Our Work
MKS Launch : Campaign Site
1MM %2b Unique Visitors
90%25 Video Completion Rate
Best in Show at Detroit’s D Awards
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. In addition to the loyal Lincoln audience, they wanted to generate buzz among a young, affluent group whose focus in cars 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, as this 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 automobile line into the saturated market; one that combined two differentiating attributes that Lincoln had been introducing with their vehicles: luxury and technology.
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, seductive design. Advanced technology features, such as adaptive headlamps, adaptive 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 the new techno/luxury line.
The campaign, and more specifically the site, helped Lincoln become a consideration for luxury shoppers again, exceeding expectations by 32%. During the campaign it garnered 1MM + unique visitors and a 90% completion rate on the extended video demonstrations, while also being praised by professionals throughout the automotive industry.
- Analytics
- Creative
- Search Engine Optimization
- Strategy
- Technology
- User Experience
Lincoln
MKS Reveal Site