Research had revealed that the cultural progressive target market for the new Lincoln MKZ is passionate about art. This execution appealed to sophisticated handraisers with a beautiful, non-branded photograph that they would want to keep and display at home or in an office. It would serve as a reminder that Lincoln, like the new Lincoln owner, looks at luxury in a different way.

Consumers not only took notice of the mailing, they kept the poster and framed it. Some went so far as to use social media to publicly thank Lincoln for the 'gift' they had received. Increased interest in the vehicle resulted in several reprints of the mailer.