Lincoln

Fall and Winter Road Trips

The Brief

Lincoln wanted an opportunity to showcase the Lincoln MKC to passionate explorers in Canada while drawing attention to their Waze navigation system and its integration into each new MKC vehicle.

How do we reach Lincoln’s target in a way that is highly engaging and enjoyable for readers?

Execution

Because we knew the desired launch date of Lincoln’s campaign was mid-October, we proposed a highly visual, digital interactive landing page to highlight the best of unexpected fall and winter Canadian road trips. Each road trip was chosen with an eye to Lincoln’s target audience and markets − we chose activities that would appeal to the MKC demographic and destinations within driving distance from Lincoln’s key target markets: Vancouver, Calgary, Toronto and Montreal.

Execution

Because we knew the desired launch date of Lincoln’s campaign was mid-October, we proposed a highly visual, digital interactive landing page to highlight the best of unexpected fall and winter Canadian road trips. Each road trip was chosen with an eye to Lincoln’s target audience and markets − we chose activities that would appeal to the MKC demographic and destinations within driving distance from Lincoln’s key target markets: Vancouver, Calgary, Toronto and Montreal.

The Design

The focus is on the scenic Canadian road trips, with the MKC naturally integrated in the hero photo. Below that is a grid where when you can hover and see a headline and captivating photo of each individual roadtrip. You can click on each section of the grid to go directly to the specific roadtrip, or scroll through the whole page to see all the destinations. In order to highlight the Lincoln Waze integration, a separate story on how technology can enhance your next road trip was created and linked to each of the nine road trips.