Rolls-Royce Motor Cars
Partners Andrews Aldridge
Steve Aldridge, Paul Snoxell, Andy Todd, Alan Mackie, Michael Poole, Richard Dunn, Chris Woodward, Natalie Rothwell, Mark Page.
Other contributor: Charterhouse – Print production.
WHAT IS WONDERFUL ABOUT THIS WORK?
How do you sell a car worth over £268,000 in a tough economic climate? Give prospects tangible reasons to buy. Mailings reflected the purity of design at Rolls-Royce. We showed the lengths we go to for perfection and brought our uncompromising attitude to life. We've already sold two Phantom saloons: an ROI of 17:1.
To encourage test drives of the Phantom and drive sales in a tough market. To build on the Rolls-Royce brand, known the world over for its uncompromising approach.
STRATEGY AND TARGETING
Our target market is Ultra High Net Worth individuals. Even in tough economic times they can probably afford a Phantom, but they need extra encouragement to justify the purchase. Most compelling about Rolls-Royce are their ideals. A purity of design that starts before the first sketches, whether you're reading about the finishing, or talking to the chief of their bespoke team. But how do you bring this passion to life?