Exploit the interesting.

During Miami’s Art Week, Hudson Rouge helped Lincoln pull off a piece of performance art of its own by launching a faux fragrance called ‘Coastal Mornings’ to draw attention to Lincoln’s announcement of electronically-delivered aromas in their vehicles. It was but a small detail amongst other innovations, admittedly. But it was one we chose to exploit, to amplify Lincoln’s voice to a culturally savvy audience.

A complex and choreographed undertaking, this activation involved an army of influencers, our hotel partner SLS, a make-believe pop-up boutique, a launch spot, artisan-blown bottles signed by Serena Williams, and of course, Serena herself.

But in the end, it was hugely successful in reaching the 25-44 year old, high HHI target, who may not have had Lincoln on their radar, but was certainly interested in fragrance, art, and anything Serena-related.