Sandpaper - Partners Andrews Aldridge
Rolls-Royce
Issue 12 | September 2009
Agency
Partners Andrews Aldridge
Creative Team
Creative Partner/Chairman:Steve Aldridge, Creative Directors:Paul Snoxell, Andy Todd, Art Director:Alan Mackie, Copywriter:Mike Poole
Production Team
Head of Creative Services: Mark Page
Other Credits
Senior Planner: Richard Dunn, Account Director:Chris Woodward, Account Manager:Jane Atkins, Rolls-Royce Brand Manager: Kirsty Skinner-Gerth
Date
May 2009
Background
Ultra high net worth individuals can afford a Phantom whatever the market conditions. But in tough times they may need extra encouragement to justify a purchase of this magnitude. So it was crucial to give tangible, rational and emotional reasons to buy a Rolls-Royce. Customers needed to be able to justify the expense to themselves.
Idea
The most compelling story about Rolls-Royce is their ideals – a purity of thinking that starts before the first sketches are drawn and carries through to manufacturing.
The strategy was to bring this uncompromising attitude to life.
The glass-like finish of a Roll-Royce takes your breath away. This comes from a painstaking process, involving hand sanding with the finest grade sandpaper available. What better way of showing why the Phantom’s finish is so incredible than by printing the letter on the sandpaper itself?
The resulting pack demonstrated the inherent perfectionism at Rolls-Royce, using the tactile strengths of direct mail - after all, feeling is believing.
Results
This has been a very successful campaign but Rolls-Royce would rather not publish the actual results.
Our Thoughts
Steve Aldridge once commented on a piece of work which we had had printed on wallpaper for NRMA Insurance in Australia, highlighting that he had done a wallpaper job himself some time previously. Well Steve, M&C Saatchi, Melbourne, did sandpaper before you with a lovely sandpaper job for ANZ Bank a few years back. But like our wallpaper pieces, your idea is very different to theirs. Well-written too. Classy.