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.
This professional campaign titled 'Work of art' was published on September 16, 2007. This Ambient medium campaign is related to the Automotive industry and contains 1 media asset. It was submitted about 16 years ago.
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