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Lincoln Navigator China Launch

An immersive storytelling experience to discover the innovative features of All-New Lincoln Navigator SUV

The main objective of this launch event is to create a beyond-the-car approach that would position Lincoln as an innovative luxury car brand, challenging the conventional automotive event format.

The idea is to re-think the interaction between the brand, the product and the audience through a disruptive narrative combining digital storytelling and immersive theater. The blend of stage design with scenographic art, creates a sort of video-game setting full of sound & visual effects, and merges theatrical elements into a context reflecting the car features, in order to effectively surprise the guests who felt part of the Lincoln world.

The experience starts with a teasing SUV presentation, it goes on with a unique quest on the trail of the All-New Lincoln Navigator passing through three changing landscapes and finally ends with the full car reveal.


Dealer & Media guests


Million media impressions