Lincoln wanted to raise awareness of the My Lincoln Touch Navigation System in three airport markets (Toronto, Vancouver and Montreal) and create a sense of excitement around buying a Lincoln.
Gridcast working with Y & R, Mindshare and Taylor group, conceptualized a glass enclosure generated excitement by bringing a favourite model car to life.
Onlookers gasped at a life-size collector Lincoln wrapped in Plexiglas and sitting in the middle of the airport. Gridcast designed a touch-glass rear projection display on the glass that not only drew consumers in, but allowed them to experience the navigation system first hand.
