Most people in the market for a luxury car don’t even consider trying out a Lincoln. But we know that if they get inside of one, their perception changes.
So how can we get people to test drive a car that’s not on their radar?
We intercepted the consumer journey where it starts: On Google. When people were about to book a test drive for Lincoln’s competitors, we offered them two test drives in one. And if they accepted, we brought a Lincoln to their doorstep, let them drive it to the competitor’s dealership—and waited for them to drive the Lincoln home again afterwards. See how it all went down in the video.