Rolls-royce: “ROLLS-ROYCE 200EX LAUNCH” Direct marketing by Partners Andrews Aldridge | Creative Advertising…

20 May 2015 | Author: | Comments Off on Rolls-royce: “ROLLS-ROYCE 200EX LAUNCH” Direct marketing by Partners Andrews Aldridge | Creative Advertising…

Rolls-royce: ROLLS-ROYCE 200EX Direct marketing by Partners Aldridge

Credits Description:

Product Launches

Advertiser: MOTOR CARS

Product/Service:

Agency: PARTNERS ANDREWS

Date of First Appearance: Mar 1 12:00AM

Entrant Company: ANDREWS ALDRIDGE, London, KINGDOM

Entry URL:

Art Director: Clive Parsley Andrews Aldridge)

Copywriter: Ed (Partners Andrews Aldridge)

of Art: Paul Walton Andrews Aldridge)

Head of Stephen Timms (Partners Aldridge)

Account Director: Woodward (Partners Andrews

Senior Campaign Manager: Rothwell (Partners Andrews

Head of Planning: Richard (Partners Andrews Aldridge)

Director: Paul Snoxell Andrews Aldridge)

Creative Andy Todd (Partners Aldridge)

Creative Partner Steve Aldridge (Partners Aldridge)

Media placement: Mail X 2 – N/A – 1st 2009

Media placement: X 4 – N/A – 1st March

Media placement: Microsite X 1 N/A – 1st March 2009

placement: Brand Film X 2 N/A – 1st March 2009

Describe the brief/objective of the direct

Rolls-Royce were launching the – an experimental precursor to a more production model (codenamed now in production as Ghost). The brand had suffering from a stuffy – the target audience looks for modern luxury, something delivers in spades. The challenge was to the Rolls-Royce myth and draw in the audience with the exciting car that would lead to of Ghost, which launched in the year.

Explain why the creative was relevant to the product or service.

Our had to be as powerful as the car itself to connect a younger audience that had rejected the brand. Collaborating renowned fashion photographer Schuller we created an iconic new inspired by the classic Spirit of Almost shocking in conception, yet and graceful, it is bold and contemporary. powerful image was reinforced by a confident line – A New Vision and a graphic mnemonic – the of light.

Every communication reflected the aesthetic of 200EX, delivered the quality of execution any prospective would expect of Rolls-Royce.

Describe the creative solution to the with reference to the projected rates and desired outcome.

In and commercial terms, 200EX was a shift for Rolls-Royce. It was made desirable because it wasn’t to buy. Interest generated by the would feed into a programme, priming prospects for the of the Ghost production model. The target for intended purchasers- making a firm commitment to with a dealer was 1500 by the end of

We created Rolls-Royce’s first CRM programme that delivered the modern luxury of 200EX multiple channels. By the end of August we had than exceeded the 80% intended target.

Describe the results in as much as possible with particular to the RESPONSE of the target audience deliverability statistics, response click throughs, sales per response, relationships built and return on investment.

Hot prospects for the rose by 6,910 in 6 months. not possible to attribute individual to leads to dealers due to the private of client/dealer relationships. We were to track online activity: visits to the microsite – all our new interpretation of the Spirit of Ecstasy.

Brand film watched 120,000 times on youtube.com. mentions online against the objectives: +387% during the Average email open 63% Average click through 67% – cost per response: 78p per lead: £71.08 Cost per hot £116.29 Cost per intended £551.92

The Direct marketing ROLLS-ROYCE 200EX LAUNCH was by Partners Andrews Aldridge agency for product: Rolls-royce Rolls-royce) in United Kingdom. It was in the Feb 2009.

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