Andrea and Casey are personas created from the customer market for the Lincoln MKX that Lincoln wishes to target. The reinvention of the test drive for Lincoln did not include a showroom, and the narratives would explore options of test driving a Lincoln MKX that would integrate into these consumers lives. The question to solve:

How can one test drive a Lincoln MKX without going to a dealership, and creating a brand experience one can remember? 

For Persona Andrea, Lincoln will establish partnerships to target her and her purchases in fashion and beauty to create brand resonance and elevate her typical night out into a effortless luxury night out experience. 

Key Partners: Nordstrom (Pop In, Trunk Club), Open Table, Tribeca Film Festival

Scalability: Concept allows for flexibility to pilot in key luxury markets (LA, Dallas, Miami) where key dealers can be leveraged to support vehicle fulfillment to consumers for experience.