In the age of COVID-19, Lincoln needed a way to launch their facelifted 2021 Nautilus that would allow media and consumers a chance to explore the vehicle virtually, with a focus on exploring the reimagined interior. However, the launch date was close to the US Presidential election, and breaking through the news cycle was a true challenge… as was a very short lead time.
Amidst one of the noisiest news cycles ever, we looked to turn the traditional world of car launches (with their loud music, bright lights and frenzied video) on its head by going in the complete opposite direction: we crafted the world’s calmest vehicle launch. This was perfect for Lincoln, and for the Nautilus in particular, as the interior of the vehicle (its main update) was considered to be ‘a sanctuary’: a place to find and enjoy a moment of peace and quiet.
Guests were invited into a photorealistic 3D sanctuary to explore the all-new Nautilus: a space designed (visually and acoustically) to convey a sense of calm, mindfulness and serenity. Once immersed, they could explore the car inside and out, with hotspots drawing their attention to the latest features, technologies and design updates.
Our main consideration was that ‘calm’ is subjective and personal, so we gave media and consumers the chance to personalize their sanctuary, choosing from four environmental settings, and four peaceful soundscapes.
Our experience was fully integrated into the broader launch campaign, supported by social and traditional media.