ROLLS-ROYCE 200EX LAUNCH by Partners Andrews Aldridge for Rolls-royce

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ROLLS-ROYCE 200EX LAUNCH

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Industry Cars
Media Direct marketing
Market United Kingdom
Agency Partners Andrews Aldridge
Creative Director Paul Snoxell, Andy Todd
Art Director Clive Parsley
Copywriter Ed Pritchard
Released February 2009

Credits & Description

Category: Product Launches
Advertiser: ROLLS-ROYCE MOTOR CARS
Product/Service: 200EX
Agency: PARTNERS ANDREWS ALDRIDGE
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: PARTNERS ANDREWS ALDRIDGE, London, UNITED KINGDOM
Entry URL: http://awards.altogetherdigital.com/rollsroyce
Art Director: Clive Parsley (Partners Andrews Aldridge)
Copywriter: Ed Pritchard (Partners Andrews Aldridge)
Head of Art: Paul Walton (Partners Andrews Aldridge)
Head of Copy: Stephen Timms (Partners Andrews Aldridge)
Account Director: Chris Woodward (Partners Andrews Aldridge)
Senior Campaign Manager: Natalie Rothwell (Partners Andrews Aldridge)
Head of Planning: Richard Dunn (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 X 2 - N/A - 1st March 2009
Media placement: Emails X 4 - N/A - 1st March 2009
Media placement: Microsite X 1 - N/A - 1st March 2009
Media placement: Brand Film X 2 - N/A - 1st March 2009

Describe the brief/objective of the direct campaign.
Rolls-Royce were launching the 200EX – an experimental precursor to a more dynamic production model (codenamed RR4, now in production as Ghost). The brand had been suffering from a stuffy image – the target audience looks for cool modern luxury, something 200EX delivers in spades. The challenge was to renew the Rolls-Royce myth and draw in the target audience with the exciting experimental car that would lead to sales of Ghost, which launched later in the year.

Explain why the creative execution was relevant to the product or service.
Our work had to be as powerful as the car itself to connect with a younger audience that had previously rejected the brand. Collaborating with renowned fashion photographer Kristian Schuller we created an iconic new image, inspired by the classic Spirit of Ecstasy. Almost shocking in conception, yet sensual and graceful, it is bold and contemporary. This powerful image was reinforced by a simple, confident line - A Bold New Vision and a graphic mnemonic – the blade of light. Every communication reflected the design aesthetic of 200EX, delivered with the quality of execution any prospective customer would expect of Rolls-Royce.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In aesthetic and commercial terms, 200EX was a seismic shift for Rolls-Royce. It was made more desirable because it wasn’t available to buy. Interest generated by the launch would feed into a nurture programme, priming prospects for the launch of the Ghost production model. The total target for intended purchasers- those making a firm commitment to purchase with a dealer was 1500 by the end of 2009. We created Rolls-Royce’s first global CRM programme that delivered the cool modern luxury of 200EX through multiple channels. By the end of August we had more than exceeded the 80% intended purchasers target.

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.
Hot prospects for the Ghost rose by 6,910 in 6 months. It’s not possible to attribute individual communications to leads to dealers due to the private nature of client/dealer relationships. We were able to track online activity: 223,858 visits to the microsite - all viewed our new interpretation of the Spirit of Ecstasy. Brand film watched over 120,000 times on youtube.com. Positive mentions online against the brand objectives: +387% during the campaign. Average email open rate: 63% Average click through rate: 67% - cost per response: 78p Cost per lead: £71.08 Cost per hot prospect: £116.29 Cost per intended purchaser £551.92