LEAVE THE
OWNERSHIT
BEHIND.
Client: Lynk & Co | Category: Brand concept, campaigns
How we encouraged Europe to choose a radically hassle-free car lifestyle.
Cars stand still 96% of the time. Lynk & Co is here to do something about that. Our mission was to position Lynk & Co as a challenger that will turn the automotive industry upside down.
The challenge
You can buy a Lynk & Co. Or borrow it. Or subscribe to it. With a one-month notice period. Also, you can share it. And there are no maintenance hassles because Lynk & Co take care of all that. In short: Lynk & Co is a lot of things — but how to explain a brand that’s so diverse and flexible on a billboard?
And how to make people understand that Lynk & Co is something completely different – and not a traditional car brand in disguise?
Key emotional driver
Having a car is often associated with a number of challenges: long-term cost obligations, unexpected expenses, and decreasing value. And purchasing a car often feels more like a pain than a pleasure, with the paperwork, haggling over prices, or negotiating for features. As a result, many people feel tied down by their cars and are looking for mobility without commitment.
What we need to say
To communicate that Lynk & Co is the opposite of the outdated way of having a car – ownership – we banned overused car advertising jargon. Instead, we developed a rebellious, smart, and honest attitude by boiling down complexity to snappy copy, creative wordplay, and a new vocabulary created just for Lynk & Co.
The concept was launched through a big outdoor campaign in Lynk & Co’s European markets in autumn 2022. A key pillar was to localize it across the seven countries Lynk & Co operates in: Sweden, Germany, the Netherlands, Belgium, France, Spain, and Italy. Together with local copywriters, we balanced the international voice with local needs by combining English and other languages.
“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
