SANDPAPER by Partners Andrews Aldridge for Rolls-royce

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SANDPAPER

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Partners Andrews Aldridge
Creative Director Paul Snoxell, Andy Todd
Art Director Al Mackie
Copywriter Jason Andrews. Mike Poole
Released May 2009

Credits & Description

Category: Flat Mailing
Advertiser: ROLLS-ROYCE MOTOR CARS
Product/Service: PHANTOM
Agency: PARTNERS ANDREWS ALDRIDGE
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: PARTNERS ANDREWS ALDRIDGE, London, UNITED KINGDOM
Copywriter: Mike Poole (Partners Andrews Aldridge)
Art Director: Al Mackie (Partners Andrews Aldridge)
Group Account Director: Max Canning (Partners Andrews Aldridge)
Campaign Manager: Jane Atkins (Partners Andrews Aldridge)
Head of Planning: Richard Dunn (Partners Andrews Aldridge)
Production: Mark Page (Partners Andrews Aldridge)
Creative Director: Paul Snoxell (Partners Andrews Aldridge)
Creative Director: Andy Todd (Partners Andrews Aldridge)
Creative Partner & Chairman: Steve Aldridge (Partners Andrews Aldridge)
Media placement: Direct Mail - N/A - 1st May 2009

Describe the brief/objective of the direct campaign.
Our target market were carefully selected customers with a high net worth. These people are likely to be able to afford a Phantom whatever the market conditions. But in a tough economic climate it can seem like an inappropriate expense. So we needed to give them what we call ‘permission to buy’. As much as anything this is to help them justify the expense to themselves. This meant it was very important to provide tangible reasons for this purchase – even if it’s predominantly an emotional decision.

Explain why the creative execution was relevant to the product or service.
When you feel the sandpaper that Rolls-Royce use it doesn’t feel like sandpaper. It’s not just smoother than average sandpaper, it’s smoother than average paper. You can print on the rough side – without distressing the type at all. What a simple, brilliant way of showing our audience why the finish of a Rolls-Royce is so perfect. Well, feeling is believing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Rolls-Royce do not compromise on production. The glass-like finish comes from many hours of hand sanding with the finest grades of sandpaper that exist. This sandpaper feels like velvet. By printing the letter on the rough side, we were able to do more than tell people that the finish on the Phantom is spectacular, we were able to let them feel it. And because the communication was so inexpensive in relation to the Phantom, we only needed to sell one to go into profit.

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.
Dealers assure us that there are a lot of sales in the pipeline. We have already sold two Phantoms on the back of this campaign. This already means that for every £1 spent on the campaign we have generated £17 worth of profit.