Social Imagery:

SCENT OF SANCTUARY

CHALLENGE: Introduce Rejuvenation Moods—Lincoln’s newest Technology that will allow drivers to create multisensory interior atmospheres that combine varicolored lighting, audio effects and fragrances for enveloping drivers in an unparalleled state of sanctuary.

IDEA:  Use fashion icon Serena Williams to help launch “Coastal Mornings” (one of the three sensory moods) as a faux fragrance at Art Basel.

How it worked:
During Art Basel Miami, we launched a rejuvenating new fragrance. Once our ads had people paying attention, we announced an unexpected twist: Coastal Mornings isn’t from a cosmetics company, but an automaker.

Before Art Basel, we set the stage.
First, we teased a new fragrance drop from Fashion icon Serena Williams. She kicked things off by posting a fragrance ad that gave her fans the impression “Coastal Mornings” was her first post-retirement endeavor. Then, we built a faux storefront in downtown Miami to make people think a Coastal Mornings boutique was opening soon. It drove people to our event and acted as a backdrop for influencer content.

Influencers were excited…and confused.
A dozen fashionable influencers told their audiences that they’d received a mysterious new fragrance in the mail along with an invitation to an event at Art Basel.

Custom bottles and rejuvenating design gave it cachet.
To make Coastal Mornings feel like its own brand, we gave it a unique look and feel by partnering with an award-winning glass blower who would hand-craft a limited series of bottles with an orange ombré effect to suggest the rising sun.

During Art Basel, we revealed. 
While it’s usually centered on exhibiting paintings and sculpture, this time Art Basel offered a peek at some futuristic automotive marketing, too. After inviting people to our event in Miami, we broke the news: Lincoln was the sanctuary-obsessed brand behind the fragrance. Serena posted an insta to fans eager to learn more about Coastal Mornings.

Samples of the scent.
This was not a new eau de toilette for sale, but the integration of calming sent into its vehicles—Lincoln’s next evolution of sanctuary. We thought Art Basel would be the ideal venue to showcase our interpretation of how art (our Star concept vehicle) can stimulate the senses. At our unveiling event, we allowed guests to experience the fragrance for themselves—the only time it would be available outside the sanctuary of a Lincoln.