SUMMER HOUSE BY THE SEA

SUMMER HOUSE BY THE SEA

SUMMER HOUSE BY THE SEA

The Ask

The Ask

Reposition Lincoln As Approachable Luxury To Younger Audience

Reposition Lincoln As Approachable Luxury To Younger Audience

The Idea

The Idea

Effortless Ownership

Effortless Ownership

The Need

The Need

Butts In Seats
Influencer Amplification

The Solution

The Solution

A Luxurious (& Modular) Seaside Pop-Up
Social Targeting
Alluring Sweepstakes

800k+

800k+

800k+

IMPRESSIONS

IMPRESSIONS

IMPRESSIONS

1 in 20

1 in 20

1 in 20

"BUTTS IN SEATS"

"BUTTS IN SEATS"

"BUTTS IN SEATS"

The Challenge

THE CHALLENGE

Lincoln engaged Gradient to create a strategy and execution to bring the empathetic design of the Navigator to life in an experiential setting. The aim; win hearts and shift minds through earned social content and, above all, getting 'butts in seats'. The canvas was Lincoln's South Street Seaport, with a catch; the structure would need to move in and out several times.

Vehicle Inspired Design

Seaside Location

Modular Structure

Effortless User Journey

Meditation Lounge

Product Engagement

The Results

The Results

We transformed a shipping container into a luxurious lounge with stunning decor and immaculate fabrication - all inspired by the Lincoln Navigator. Crafted digital content drove demand (and brand) and we captured foot traffic with omnidirectional access and gamified touch points. Dwell time and sentiment were optimized through a meditation touchpoint; a collaboration with Headspace and a welcomed point of difference.

CREATIVE STRATEGY

CREATIVE STRATEGY

CREATIVE STRATEGY

CONTENT STRATEGY
Creator Collaboration
Social Capture
Meditation Experience

COMMS STRATEGY
Alluring Sweepstakes
Streamlined Access to Vehicles
Test Drives and CRM

LOCATION STRATEGY
Iconic Seaside Destination
Omnidirectional Access
Agile Infrastructure

CREATIVE PRODUCTION

CREATIVE PRODUCTION

CREATIVE PRODUCTION

EXPERIENCE DESIGN
Spatial Design
Attendee Flow

CREATIVE DESIGN
Programming
Brand Heritage
Approachable Sophisticated Feel

GRAPHIC DESIGN
Integrated Branding
Activation Materials

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

PHYSICAL PRODUCTION

ORIGINAL STRUCUTRE
Construction and Fabrication
Furniture and Decor
Branded Touchpoints

PRODUCT
Vehicle Coordination
Compelling Product Trials

MULTIPLE DAYS
Modular Design and Build
Seamless Uninstall/Reinstall

  • VIEW MORE WORK -

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