Lincoln Motor Company has launched a new channel of the “Live in Your Moment” campaign which includes the creation of 3 short films. The films were designed through the collaboration of Lincoln and Vimeo with specially chosen directors. The 2015 Lincoln MKC is featured but surprisingly is not the main focus of the videos. Instead, characters enact scenarios that create emotional appeal, focusing more on pleasing visual elements than a vehicle.
The films are meant to display the 2015 Lincoln MKC from the inside out, revealing a real-life relationship with the vehicle. By connecting the car with the characters a deeper bond is demonstrated. A new vehicle can define a person, it becomes part of an everyday life experience. Your vehicle is an essential part of who you are, and Lincoln wants to show the importance of this idea.
The brand was the first to sign on with Vimeo’s Brand Creative Fund, which produced the “Hello, Again” campaign last year. The films were released last week and thus far have received over 264,000 views. Lincoln’s efforts to reach dynamic demographics seem to be working. The inclusion of Vimeo in promotional efforts demonstrates Lincoln’s desire to reach various audiences through diverse communication channels.
The films can be viewed here: http://vimeo.com/originals/inthemoment/108800637