Bill Harrison – Portfolio

Leading a Brand Journey – Lincoln Motor Company
In 2012, even as the Lincoln brand team struggled to finalize their brand vision and begin the process of reinvention, they needed to communicate a new brand promise to a new target – cultural progressives.

Challenge
Create engaging environments and experiences that define and communicate the new Lincoln Brand promise while supporting continuous re-imagination and narrative generation.

Insight
Use architecture, media, and curated experiences to reach the cultural progressive target audience in a resonant tone of voice and tell stories that reveal the character of Lincoln through positive associations.

Solutions
The agency created an environment that resonated with Lincoln’s cultural progressive target and created a welcome feeling of sanctuary. Every detail projected the new Lincoln brand image including architectural elements, design motifs, materials, shapes and media.

Because storytelling, discovery and sharing are important to cultural progressives, I created a Gallery Guide around the concept of “Lincoln Loves” — a collection curated to reflect the artistry, craftsmanship, and values of the new Lincoln brand promise.

Results
An independent study by Foresight Research confirmed that the new Lincoln auto show display converted visitors into actual buyers at higher rates than any competitor.

In 2013, 16% of all Lincoln buyers reported that their auto show experience was a top reason for consideration and purchase which was double the average rate and higher than that of any other brand…luxury, volume, foreign or domestic.