Challenge: Reach a younger consumer (average age 54), drive awareness and raise recognition of the Lincoln brand,increase favorable opinion and generate upper funnel "hand-raisers" among key audiences.
Solution: A ten-city installation at lifestyle centers and sponsored events (e.g. Lincoln Mercury Pro Tennis Classic,) tying into the "Dreams" Advertising campaign featuring en epicurean experience along with the opportunity to drive a Lincoln Navigator, MKX or MKZ. "Savor the Dream" featured noted and celebrity chefs providing demonstrations and sampling and a luxury drive.
Results: 67% of attendees will put Lincoln on their shopping list (60 days post-event), 39% said they could visit a Lincoln Dealership as a result of their experience, average age of consumers who interacted with "Savor" was 39 years old, 97% had an excellent opinion of Lincoln after the event and the tour received over 12M impressions through public relations outreach.
Solution: A ten-city installation at lifestyle centers and sponsored events (e.g. Lincoln Mercury Pro Tennis Classic,) tying into the "Dreams" Advertising campaign featuring en epicurean experience along with the opportunity to drive a Lincoln Navigator, MKX or MKZ. "Savor the Dream" featured noted and celebrity chefs providing demonstrations and sampling and a luxury drive.
Results: 67% of attendees will put Lincoln on their shopping list (60 days post-event), 39% said they could visit a Lincoln Dealership as a result of their experience, average age of consumers who interacted with "Savor" was 39 years old, 97% had an excellent opinion of Lincoln after the event and the tour received over 12M impressions through public relations outreach.
