Rolls-Royce - Engaging new audiences

We reached untapped audiences by turning the customer journey on its head

A long term relationship

For seven years, we’ve been telling extraordinary stories about the extraordinary world of Rolls-Royce. In film, print, digital and experiential channels, our ideas and initiatives have reset the brand, delighted customers and sold cars in record numbers. Throughout the relationship, we have redefined ‘customer-first’ by taking the brand directly to the audience, increasing personalisation and creating bespoke experiences.

Reinvention, as standard

The new luxurian demands innovation, so we’ve created ‘firsts’ every year. Be that building the world’s biggest time-slice rig using 100 SLR cameras to make the world stand still in the centre of an interactive film, writing bespoke code to make moveable smoke for iPad users, placing high- definition ‘hyperlapse’ cloudscapes in moving image or creating a series of online films that can only be unlocked by a bespoke USB, hand-delivered to customers.

Reinvention, as standard

The new luxurian demands innovation, so we’ve created ‘firsts’ every year. Be that building the world’s biggest time-slice rig using 100 SLR cameras to make the world stand still in the centre of an interactive film, writing bespoke code to make moveable smoke for iPad users, placing high- definition ‘hyperlapse’ cloudscapes in moving image or creating a series of online films that can only be unlocked by a bespoke USB, hand-delivered to customers.

Brains as well as beauty

Instead of relying on dealer footfall, we put the customer first and took the brand to them – be that inviting customers to exclusive events to watch their car being built right through to bespoke digital experiences hand delivered to customers. We forged alliances with the worlds of art and culture, and invested in the interests of the Rolls Royce audience. In doing so, we brought the average age of Rolls-Royce buyers down from 67 to 48 and opened up a new generation of luxurians.

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