21st Century Legends
Issue 19 | June 2011
Agency
Partners Andrews Aldridge
Creative Team
Senior Copywriter: Jon Leney; Senior Art Director: Richard Donovan; Head Of Copy: Stephen Timms; Head Of Art: Paul Walton; Digital Designer: Stephen Rose
Production Team
Brainstorm Productions: Martin Codd, Sally Maxfield
Other Credits
Senior Campaign Manager: Annick Lauzon; Client Services Partner: Bethan Williams; Head Of Planning: Richard Dunn
Date
September 2010
Background
A new Rolls-Royce is almost de rigeur for any self-respecting fashion designer or rap star. Yet convincing some of the young global elite that Rolls-Royce is the epitome of cool modern luxury still took some doing.
Idea
‘21st Century Legends’ was a unique prospect relationship programme with a series of extraordinary films about the extraordinary cars at its heart. Featuring the people who design, craft and drive Rolls-Royce motor cars, the films bore evocative titles such as ‘The Man who became a Paint’, ‘Silence at the Racetrack’ and ‘The Ghost in the Photograph’.
The concept, together with the first film, was introduced through a bespoke box mailed to a core of 5,000 prospects. It contained a USB key, which showed the film, and launched the protected ‘21st Century Legends’ microsite, where prospects were invited to register. This ensured that they would be the first to receive email notification that the next ‘legend’ was available to view on the microsite.
‘21st Century Legends’ was then advertised in print and iPad editions of the Wall Street Journal, the latter fusing the publication’s first-ever ‘video in ad’ technology. In time, each film was made more easily shareable through Rolls-Royce’s Facebook page and YouTube channel.
Results
The initial 5,000 DM packs have generated potential sales of £5,888,000. There were 594 registrations to view further legend films – a response rate of 5.94%. An iconic 20th century brand is evolving into a dynamic 21st century one.
Our Thoughts
“The rich are different to us,” F. Scott Fitzgerald observed. “Yeah,” said Hemingway, “They have more money.” Being loaded, one imagines, means that you live a life insulated from the noise of the rest of the world. You become unreachable. And yet it seems that good old-fashioned mail can break through the bubble. In fact, it is the ONLY way to get this particular target audience to look at the films.
My favourite is the ‘Man Who Became A Paint’. It seems that before his Candy Apple Roller he had a Sunburst Yellow one made for him. Well, if you’ve got it, flaunt it.