CASE STUDY: Rolls-Royce integrated direct mail campaign
Provided by Royal Mail MarketReach
Rolls-Royce '21st Century Legends' direct mail campaign. This 'old' automotive brand reinvented itself for a new audience.
What was the Challenge / Background of the Campaign?
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.
What was the Campaign Objective?
To reintroduce Rolls-Royce to a new younger and digitally savvy audience.
What was the Solution?
'21st Century Legends' was a unique prospect relationship programme with a series of extraordinary films about the extraordinary cars at its heart.
The concept, together with the first film, was introduced through a bespoke box mailed to 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.
What were the Results?
The initial 10,000 direct mail 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.
What were the Key Learnings of this Campaign?
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.