M U S I C T O M I L L E N I A L E A R S
C L I E N T : L I N C O L N M O T O R C O M P A N Y
R O L E : C O P Y L E A D
With the oldest customer base of any luxury automaker Lincoln desperately needed to reach a younger buyer with their all-new Nautilus SUV. So, instead of relying on traditional ad methods for our launch, we leaned into what millennials love most and gave them the opportunity to discover the Nautilus on their owns. The campaign became the brand’s most successful of the year, and the resulting buzz earned Lincoln a spot on AdAge’s list of America’s hottest brands.
Effie’s Case Study Video
Our broadcast spots were designed to spark millennial curiosities, introducing a catchy, unreleased track that was virtually untraceable online. The lack of instant gratification send users down a virtual rabbit hole in search of answers.
Broadcast :30
Lincoln’s channels were flooded with song requests, and we let the intrigue build as users traded clues on Reddit threads and even made and shared their own extended versions of the track.
Song Launch Social Teaser
Just as the conversation reached a fever pitch, we dropped the full-length song and music video on streaming and Lincoln.com, increasing Nautilus site traffic increased by 311%.
Official Music Video
We leveraged the newfound interest in the brand to drive people to dealerships with a 3D, surround-sound song experience inside the Nautilus. To promote it, we created a trippy, social reel starring Lincoln ambassador, Serena Williams.
Serena Williams Social Collab
Our launch exceeded Lincoln’s aggressive sales goals and reduced the average buying age of customers by more than five years, but more importantly, we found a way to reach the younger audience that had eluded the brand for years.
AGENCY
ART DIRECTOR
DIRECTOR
EDITOR
PRODUCTION
HUDSON ROUGE
GUILLERMINA CRUZ
SEBASTIAN STRASSER
ADAM MARSHALL
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