The Why

On a mission to reclaim its status as a frontrunner in luxury vehicle sales, Lincoln Motor Company set an ambitious goal—introduce four all-new vehicles in four years. They came to Moore for help.

Services

  • Content Development
  • Event Planning
  • Influencer Relations
  • Media Relations
  • Product Market Launches

The How

Our market research revealed that that in a world of flashy, tech-enabled cars and trucks, Lincoln had begun to be perceived by consumers as “older,” with a “lack of pizzazz.” Lincoln turned to Moore to help launch four rebranded vehicles.

Moore took a custom approach to each launch. Particularly noteworthy were the MKZ and Continental.

MKZ

Recognizing that social influencers and key media act as tastemakers in the luxury market of Miami, Moore engaged 24 people to enjoy a customized discovery experience based on Lincoln’s reputation for “Quiet Luxury.” The day started with a private brunch with a prominent Miami chef and Lincoln Subject Matter Experts, followed by a scenic drive through the beautiful, hidden landscapes of Miami. Guests were then treated to one of three exclusive activations—a pop-up shop, a men’s grooming salon, or a visit with cutting-edge pioneer of eco-friendly fashion design. We executed 24 such experiences for media in Miami over a two-day period, resulting in 24 stories, more than 200 social media mentions, and 7 million impressions.

CONTINENTAL

To herald the return of the brand’s flagship—the all-new 2017 Lincoln Continental—Moore created a brand experience for Miami’s Hispanic media and influencers. The “Sound and Sabor” activation highlighted the 19-speaker Revel® Ultima audio system, one of the vehicle’s differentiators found to be most appealing to the Hispanic audience. Sound system demonstrations were held inside a Black Label Continental, while celebrity chef James Tahhan prepared a traditional paella. Latin Grammy nominees Periko & Jessi Leon closed the experience with an intimate acoustic performance. We hosted 40 targeted journalists and influencers, with more than 125 social media posts during the activation, nearly 2 million social media impressions, and 30 secured stories.

Sound and Sabor Event Video

The Results

In the five years we’ve worked with Lincoln, we have executed 40 custom experiences for media and influencers in Miami, Los Angeles, New York City, Dallas and Atlanta. Lincoln sales are up nearly 10 percent, with sedan sales up more than 15 percent at a time when American consumers favor SUVs and trucks. Further, the buzz surrounding the Lincoln MKZ helped lead the brand to a 10 percent gain in Florida sales—its best in nine years.