Lynk & Co unveils a new marketing campaign encouraging Europe to re-think ownership, how we use cars, and what a car brand can be.
With our newest campaign, we are focused on building brand awareness by connecting with people searching for simple, flexible mobility but who aren’t aware that a solution like Lynk & Co even exists.
Lynk & Co is a mobility brand. And we make a damn good car. And you can buy it. Or you can borrow it. Or you can subscribe to it on a month-to-month basis. Oh, and we have beautiful retail spaces called Clubs, that are all about connecting with the people around us and building communities. In short: Lynk & Co is a lot of things—but how do you explain a brand that’s so diverse and flexible in one billboard?
The ‘Leave the ownershit behind.’ campaign really began with trying to get people curious. We decided that for this campaign, it was less important to explain exactly what Lynk & Co is and instead focus on showing who Lynk & Co is.Corinne Aaron, CMO of Lynk & Co
Created with Jung von Matt Stockholm, the campaign boils down the complexity into provocative copy and a vocabulary that sharply reflects the Lynk & Co brand. The campaign was guided by simplicity, but, as always, simplicity can be tricky. The goal was to be smart but not pretentious, clever but not intricate, and provocative while still elegant.
This campaign reflects where Lynk & Co is in our journey. Before we launched, people thought our vision was some impossible fantasy. But we’re doing it—and the positive response is beyond what even I imagined. This campaign is the next step for us, but it’s also what we’ve always done in some ways: challenging people to think about mobility and ownership in a new way.Alain Visser, CEO of Lynk & Co
The campaign visuals were shot (literally) in-house by capturing textures, colors, and materials from Lynk & Co Clubs across Europe. The aim was to connect the Lynk & Co experience across touchpoints to make the brand feeling recognizable to the current members and soon-to-be-members alike.
In the end, the campaign sends a clear message: Lynk & Co is whatever you need us to be, while never sacrificing exactly who we are.