We shifted the Rolls-Royce of brand mis-perceptions
Situation
Rolls-Royce Motor Cars needed to re-engage contemporary luxury consumers for whom material trophies (e.g. cars) were increasingly at odds with their desire for climate conscious, ethical brands. Rolls Royce was at risk of appearing old and stuffy, opposed to refined and opulent.
Challenge
We took up the challenge to re-contextualise the brand’s vast iconography and wrangle the 100 years of history and 40+ brand icons into a coherent strategy.
Action
“The House of Rolls-Royce”, a global branded content campaign was designed and delivered as the solution. The content series re-told the stories behind the brand’s romantic iconography in the context of contemporary luxury values. The success of the campaign was hinged on selecting the right suite of targeting technologies.
Results
The outcome of this campaign was a 6% uplift in global sales and a record one million views globally within its first week, thanks to a revolutionary, highly targeted programmatic media campaign. The audience profile on Rolls-Royce social media centred at a higher average age (typically greater wealth) with high affinity to luxury brands. The strategy has since become part of the Rolls-Royce “Inspiring Greatness” series.
