Lincoln Digital, Case study HELLO AGAIN [video] by Hudson Rouge New York

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HELLO AGAIN [video]

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Industry Cars
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Hudson Rouge New York
Director Chris Milk
Creative Director Jason Koxvold
Copywriter Lindsey Lanpher
Released May 2013

Awards

Cannes Lions 2013
Cyber Lions Craft; Best Music/Sound Design Gold
Cyber Lions Websites & Microsites; Automotive Products & Services Gold
Cyber Lions Craft; User experience Bronze

Credits & Description

Advertiser: LINCOLN MOTOR COMPANY
Agency: HUDSON ROUGE
Category: Copywriting
Advertising campaign: HELLO AGAIN
Musician: Beck Hansen (Beck)
Senior Art Director: Adam Flanagan (Hudson Rouge)
Chief Creative Officer: Jon Pearce (Hudson Rouge)
Copywriter: Lindsey Lanpher (Hudson Rouge)
Executive Producer: Jesper Palsson (Stopp LA)
Creative Lead/Art Director: Jill Lin (Hudson Rouge)
Associate Creative Director/Copywriter: Jose Funegra (Hudson Rouge)
Musical Arranger: David Campbell (Beck)
Lincoln Marketing Communications/Digital: Jim Peters (Lincoln)
Brand Content And Partnership Director: Monique Frumberg (Hudson Rouge)
Head Of Integrated Production/Producer: Sherri Levy (Hudson Rouge)
Concert Producer: Willo Perron (Willo Perron/Associates)
Director: Chris Milk (@radical.media)
Junior Art Director: Christian Chico (Hudson Rouge)
Creative Director: Jason Koxvold (Hudson Rouge)
Executive Producer: Justin Wilkes (@radical.media)
Campaign Description
After 90 years on the road, Lincoln was associated with airport limos and the elderly.We needed to inspire a younger audience to see something old through new eyes. Our response was a platform called 'Hello, Again.' The strategy was to echo the reinvention of Lincoln in another medium: music. We partnered with Beck to recreate a classic song, 'Sound and Vision' by David Bowie. We brought the campaign to life, with a concert and digital experience captured in true-to-life 360º audio-visual. We used paid media to create ads that looked nothing like car advertising. Pre-launch, we released short films that showcased the complexities behind our colossal undertaking. The concert was performed and recorded on a complete 360º, surround-sound-and-visual stage. This allowed online visitors to explore the concert from every point-of-view, including Beck’s. The experience was focused on seeing things from a new perspective – just as Lincoln was doing itself, as a brand.
Effectiveness
'Hello, Again' immediately catalyzed conversations online between the people we had hoped to target. Press like Wired Magazine, Billboard, Rolling Stone and Gizmodo, and celebrities like David Bowie, none of whom had ever mentioned Lincoln before, wrote about the campaign, earning us over 290+ million media impressions, and over 250 individual blog posts. Our entire campaign generated over 1 million views on YouTube. But the most telling summary of the campaign came from Adweek, who nailed our strategy when they wrote, "The campaign has drummed up a fair amount of attention for a brand nobody thought was capable of surprising anyone.”
Implementation
We introduced 'Hello, Again' with a 30 second commercial during the 55th Annual Grammy Awards, exposing our concept to more than 34 million viewers. A print campaign across a wide range of publications followed. Then a series of short films showing how the experience was coming together was released online weekly in the build-up to the event itself. Beck, David Bowie and director Chris Milk reposted these films to their millions of social media connections. Targeted OLA promoted the online viewing experience. And at the live event, guests were given branded ear buds as a means to enjoy the full digital experience, while also serving as a CTA to the digital experience.