Rolls-Royce
Project Name: Rolls-Royce Motor Cars
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Challenge:
Rolls-Royce Motor Cars has no image problems; neither does it have volume problems. Its legacy is over a century old, and it’s a brand name that has been used countless times as an adjective to describe anything that represents a pinnacle.
So how do we handle such a revered name and maintain its message of “pinnacle of ultra-luxury” to the Middle Eastern High Net Worth Individual, without alienating automotive enthusiasts that are also an integral part to the Rolls-Royce Legacy.
Solution:
A multi-layered approach was developed in order to target a comprehensive mass of
the marque’s target market. Lifestyle features have been developed with the trendiest
high end print and online titles in the region, highlighting the brand’s stature and the
personalities it represents. Company executives both global and regional are in constant
interview in business and financial titles and broadcasts to communicate the strength
of the brand financially and its bolstered future, offering high powered individuals with
a marque that not only represents luxury but a powerful statement of financial might.
As well as insertion in high end motoring titles to communicate the product strengths
and therefore complementing the trinity of Luxurious life style, Image of Power and
technical superiority.
In the meantime, inclusions in mass communication channels have been adopted to
keep contact with the masses. From pieces that aspire to opulence, to down to earth
participation in motoring enthusiast forums, channels and meets, as are part of a
collection of techniques that keep the cars, and therefore the brand close to heart,
maintaining a history of heritage it has built up with enthusiasts.
