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

Related videos by Shutterstock

5 comments

Guest's picture
Guest

neat

ake's picture
ake

look cool.

www.ad-dig.com

ultraboon222's picture
ultraboon222
220 pencils

Great way to hit the target demo with something they would want to have - a one of a few art piece.

Too many cooks in the kitchen....

Guest's picture
Guest

Does this 'piece of art' really demonstrate the craftsmanship and Englishness ?!

ultraboon222's picture
ultraboon222
220 pencils

People can see for themselves the craftsmanship from England. Why wouldn't it?

----------------------------

Too many cooks in the kitchen....

Post new comment

We highly appreciate your comments. When commenting please acknowledge the following guidelines: Be respectful and helpful. Do not spam or link drop.
Log in or register to post comments