THE
POLYAMOROUS
CAR.

In 2022, we unleashed the Leave the Ownershit Behind campaign, introducing Lynk & Co as the new way of having a car in multiple European markets. In the next phase of the launch we stayed far away from the overused and outdated car advertising jargon.

The challenge

Lynk & Co’s offer is whatever you want it to be. You can subscribe month-to-month, borrow it, buy it, and share it with others. Our challenge was how to communicate this broad spectrum of choices in a way that emotionally resonates with young urbanites.

Key emotional driver

Do you have the same relationship with your car as your parents have with theirs? If you’re part of Lynk & Co’s target audience, you most likely don’t. You don’t want to commit to ownership or be tied down by a leasing contract. You want mobility, not the car as a status symbol. You’re open to unconventional solutions and lifestyle choices.

Much like human relationships, car ownership has its norms—buy a car, and then it’s yours for years. Call it car monogamy. It’s very easy to adopt this norm almost without thinking about it. But maybe monogamy isn’t the right choice for you? We want people to realize that today, thanks to Lynk & Co, there are all kinds of possible car relationships that may be more fitting to their lifestyle.