Direct > Use of Media
HARRISON TROUGHTON WUNDERMAN, London / ROLLS-ROYCE / 2007
Awards:
Overview
Credits
ClientBriefOrObjective
Rolls-Royce dealers in the United States needed support in selling the Rolls-Royce Phantom.Prospects were rejecting it because they thought it was just too big, brash and overpowering.We needed them to reassess it.
Outcome
This was a real breakthrough. Prior to this, none of the 29 Rolls-Royce Dealerships in the US had ever agreed to participate in a dm programme. Everyone of them signed up.We are only six weeks into the programme but so far there have been 15 leads. The car sells at $500,000. So you can see why Rolls-Royce are very excited about the results of this campaign.
Solution
Focus on the craftsmanship and Englishness with a proposition: “Hand- made in England”.To demonstrate this, we sent them a work of art by the man at Rolls Royce who paints the “coachlines” along the side of the car. This came complete with a certificate of authenticity to prove it was an original work of art.We also included a seven page letter because we wanted to tell the full story about the craftsmanship. (The very fact that we’d taken the time and effort to craft a seven page letter also differentiated Rolls-Royce from other car companies).
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