Direct mail may often be derided as shit that folds but a new campaign for the Rolls-Royce limited edition Metropolitan Collection – designed by Partners Andrews Aldridge – is likely to blow that definition out of the water once and for all.
The campaign creative, which spans across photography, film, digital brochures and email, shares the story of the inspiration behind the Metropolitan Collection and showcases Rolls-Royce’s craftsmanship skills and bespoke capabilities that place the car at the pinnacle of the luxury automotive market.
The new hand-built model, of which only 20 have been produced, is the height of luxury. Its cost has yet to be revealed – the old adage being if you need to know how much it is, you probably can’t afford it – but motor industry observers believe it will have a price tag of around $440,000 (£274,000).
The veneers, particularly on the second row picnic table, get extensive attention, with just the table using 500 individual pieces of wood. Meanwhile 44,000 hues are available from the company’s paint catalogue, although the Rolls-Royce is able to deliver virtually any shade not already offered in the company’s collection.
The creative draws a connection with modern city architecture and the vehicle’s bespoke features, and contrasts this with the timeless serenity the Metropolitan Phantom offers amid the bustle of modern city life.
Photographic imagery takes on the feel of striking modern art, with strong graphic tones, that when the car and cityscape are showcased as pairs of images, the individual car details are mirrored by their twinned city counterparts.
Engine managing partner Polly Jones said: “The new Phantom Metropolitan Collection is an invitation to see the city from a different perspective, one that is only truly possible inside a Rolls-Royce Phantom. We crafted a launch campaign that truly captured the luxury and serenity of the car, showcasing our capabilities to craft bespoke vehicles through a campaign that connects the Metropolitan theme with current and prospective customers through every touchpoint.”
“These cars are limited in numbers, but strike at the very core of Rolls-Royce customers. Our creative approach incorporates visual craft with seamless connectivity to deliver a creative campaign that reflects the grace and power of every Rolls-Royce vehicle.”
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