To demonstrate to the public what it really feels like to drive a Lincoln, we used a part of them that can’t lie: their brain. So, we created a Test Drive as an in-Store experience that transforms the data of every sensation received by the brain while driving the new Lincoln MKX, into something as gracious as the experience of driving any Lincoln: a unique piece of art. This way, sensations aren’t just something the brand promises, they become something real.

Using a database of possible clients, we invited them to experience this Test Drive at a Lincoln dealership. With the help of a renowned sculptor and a team of programmers, we designed a headset that reinterprets the driving experience into unique art pieces, by translating sensations into personalized sculptures. The more emotions felt, the more variables the sculpture had.

The people involved in this experience became the spokespersons of the brand as this content was uploaded in banners, mailings and social networks which drove to the Lincoln website for further information. During the 6 months of airing, the campaign reached a broader and nationwide audience.

The campaign increased awareness and consideration when shared on different media, which led to 420% more traffic to the Lincoln website, and over 68,000 interactions with a brand that hasn’t been considered for a long time. The sales objective was exceeded, surpassing brands that historically were always above Lincoln like Acura, Infinity, and Cadillac. All these results impacted the whole brand with a campaign for a single vehicle.