Rolls-Royce Case study 21ST CENTURY LEGENDS by Partners Andrews Aldridge

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21ST CENTURY LEGENDS

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Industry Cars
Media Case study
Market United Kingdom
Agency Partners Andrews Aldridge
Director Martin Codd
Creative Director Paul Snoxell, Andy Todd
Producer Sally Maxfield
Released September 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: ROLLS-ROYCE
Product/Service: CARS
Agency: PARTNERS ANDREWS ALDRIDGE
Date of First Appearance: Sep 30 2010
Entrant Company: PARTNERS ANDREWS ALDRIDGE, London, UNITED KINGDOM
Senior Copywriter: Jon Leney (Partners Andrews Aldridge)
Senior Art Director: Richard Donovan (Partners Andrews Aldridge)
Senior Campaign Manager: Annick Lauzon (Partners Andrews Aldridge)
Digital Designer: Stephen Rose (Partners Andrews Aldridge)
Head of Planning: Richard Dunn (Partners Andrews Aldridge)
Client Services Partner: Bethan Williams (Partners Andrews Aldridge)
Creative Partner & Chairman: Steve Aldridge (Partners Andrews Aldridge)
Creative Director: Paul Snoxell (Partners Andrews Aldridge)
Creative Director: Andy Todd (Partners Andrews Aldridge)
Digital Design Director: Dan Northover (Partners Andrews Aldridge)
Director: Martin Codd (Brainstorm Productions)
Producer: Sally Maxfield (Brainstorm Productions)
Planner: Hazel Reed (Partners Andrews Aldridge)
Account Director: Jessica Brown (Partners Andrews Aldridge)
Digital Campaign Director: Louisa Yule (Partners Andrews Aldridge)
Media placement: Direct Mail - 10000 Packs - 30.09.10
Media placement: Microsite - N/A - 30.09.10
Media placement: Emails - N/A - 30.09.10
Media placement: Social Media - Facebook, You Tube - 05.10.10
Media placement: Newspaper Advertising - Wall Street Journal Print Version - 08.11.10
Media placement: Newspaper Advertising - Wall Street Journal iPad Version - 01.12.10

Describe the brief/objective of the direct campaign.
The new global elite saw Rolls-Royce as an old man’s car – something very ‘last century’. We wanted them to see Rolls-Royce as the epitome of cool, modern luxury, whilst retaining the brand’s romance and mystique. Our strategy was to show that the golden era of Rolls-Royce is actually right now. We decided to use digital media to help convey the modernity of the brand, both to our core audience and the wider public.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created 21st Century Legends. A programme which told extraordinary stories about extraordinary cars, using direct and digital channels. Each film tells a different story about the cars and their owners. Stories with evocative titles like “The Man who became a Paint’. ‘Silence at the Racetrack’, and ‘The Ghost in the Photograph”. A Rolls-Royce has a $500k price tag and we knew we couldn’t change our audience’s perceptions overnight, so we continued to tell new stories until they were ready to contact a dealer. A social media strategy was used to catch the imagination of the wider public on Facebook and automotive blogs.

Explain why the creative execution was relevant to the product or service.
This is a big idea that repositions the brand, but is true to its heritage – and can run for another 89 years! It doesn’t just demonstrate product features, it tells modern tales about an object of desire. By using DM, we could reach our elusive audience, and by using online films and social media, we reflected the brand’s modernity and glamour.

Extraordinary stories have always surrounded Rolls-Royce. Since their recreation in 2000, new stories have emerged and we harnessed them to modernise the brand. The films demonstrate the combination of technology and craft, and maintain the romance that makes Rolls-Royce a unique brand.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The initial 10,000 DM packs have generated potential sales of £5,888,000. With 594 registrations to view further legend films – a response rate of 5.94%. We’ve helped turn an iconic 20th century brand into a dynamic 21st century one.