Breaking decades of tradition, Rolls-Royce decided to make a less formal, more dynamic car. Our job was to identify a new, younger audience for it, and create an appetite.
The Ghost design philosophy was all about simplicity and passion. So the theme of our multi-media campaign was too. First, we created an atmospheric launch film and hosted it on a constantly evolving microsite. Then to increase engagement, we made an iPhone app, sent select prospects exclusive footage via DM and produced a brochure, enriched by a specially commissioned essay on simplicity.
Few people buy a Rolls-Royce on impulse. It's just not that kind of marque. Which means it will take some time to measure the full results. However, the Ghost launch attracted a surge of interest and the order book is filling up fast.