The average Rolls-Royce customer can always afford a Phantom. But in a recession, it might seem like an inappropriate extravagance. So we needed to give them 'permission to buy'.
Our strategy was to highlight the painstaking craft and attention to detail that goes into each Phantom. Nowhere is this more apparent than the car's exterior, which is polished to a glass-like finish. To achieve it, Rolls-Royce uses the finest grade of sandpaper in the world. So fine in fact, you can print a letter on it. Which is exactly what we did.
The sale of a Rolls-Royce does not happen quickly. Both buyers and dealers like to take their time. Even so, the mailer sold two cars almost immediately, and generated a number of new leads. This means that already, the campaign has generated £17 for every £1 spent.