The first ever Lincoln Corsair officially made its debut on April 17 at the New York International Auto Show. The model’s launch campaign was scheduled to begin exactly one year later.

Did I have a 10-city, multi-million dollar video shoot scheduled to start on March 10, 2020? Yes. Did Covid-19 cause the shoot and campaign to be canceled? Also yes.

About a year later, after the initial Covid pause, we ended up creating a series of impactful mobile advertisements that were hypertargeted across our network to precisely reach the Corsair consumer.

In one example, we leveraged scroller technology to run inline within a content feed, scrolling smoothly onto and off the screen as a user scrolls through an article. While it’s a large canvas, because it is inline in a feed it does not run on top of or block underlying content, a major user annoyance.

The unit performed exceedingly well, putting the Corsair creative in the center of attention without being intrusive.

We engaged Millward Brown Digital as our research partner, to conduct a brand study on a panel of consumers who each saw one of these ad executions. As predicted, it boosted awareness, ad recall, and purchase intent, outperforming the standard expandable banner in nearly every category. Equally importantly, it was a hit with the audience. Respondents viewed the scroller execution as less invasive than other ad placements, even though it was just as large as the expandable banner.