Rolls Royce Phantom II & Spectre EV Global Launch Campaign 2022
Situation:
Build strategy for an Integrated Global launch campaign B2B, B2C for last Phantom II and first ever EV the Spectre. B2B global dealers and dealerships, media launch, B2C VIP customers.
Task:
For Rolls Royce Motor Company, it was the end of an era with its best loved marque, the Phantom II. It was also the beginning of a bold new era with the launch of its first ever EV the Spectre.
The campaign needs to reach both existing Rolls Royce collectors, plus a brand new audience with the Spectre.
The campaign needs to be worthy of these two works of art.
Action/ what I did:
Used a values based approach to define what Rolls Royce is and what it means to its collectors - what does that feels like?
The insight I discovered was is a Rolls Royce feels like a work of art behind the wheel, like a symphony - the highest form of musical art.
Big Idea: Composing Our Future.
This became the golden thread that connected all B2B and B2C audiences.
Campaign channels - corporate event vehicle launch, media launch and experience, VIP customer experience online and offline, social media.
Result:
Order demand for Phantom II & Spectre exceeded supply - 3 year waiting list.
28% increase on estimated order demand for Spectre.
22% increase on estimated order demand for Phantom II