Rolls-Royce: Work of art
Brief: Rolls-Royce dealers in the United States needed support in selling the Rolls-Royce Phantom. Prospects were rejecting it because they thought it was just too big, brash and overpowering. We needed them to reassess it.
Solution: Focus on the craftsmanship and Englishness with a Proposition: "Hand- made in England". To demonstrate this, we sent them a work of art by the man at Rolls Royce who paints the "coachlines" along the side of the car. This came complete with a Certificate of Authenticity to prove it was an original work of art. We also included a seven page letter because we wanted to tell the full story about the craftsmanship. (The very fact that we'd taken the time and effort to craft a seven page letter also differentiated Rolls-Royce from other car companies).
Result: This was a real breakthrough. Prior to this, none of the 29 Rolls-Royce Dealerships in the US had ever agreed to participate in a dm programme. Everyone of them signed up. We are only six weeks into the programme but so far there have been 15 leads. The car sells at $500,000. So you can see why Rolls-Royce are very excited about the results of this campaign.
Advertising Agency: Harrison Troughton Wunderman, London, UK
Creative Director: Creative Director
Art Director: Kristal Knight
Copywriter: Tony O'Connor
Typographer: Kevan Ansell
Designer: Simon Diss
Illustrator: Ian Saunders
Senior Account Manager: Paul Netti
New Business Director: Tamar Van de Paal
Production Manager: Simon Thompson