Rolls-Royce has revealed a global launch campaign for the £220,000 Rolls-Royce Wraith, kicking off with an online film and spreading to direct mail, email and interactive content.
Devised by Partners Andrews Aldridge, the campaign aired at the Geneva Motor Show with a film complete with Timeslice sequence to introduce the car; a two-door fastback coupe version of the Ghost and the most powerful Rolls-Royce ever.
Reviving a name first used by the brand in 1938, the model boasts a 6.6-litre twin-turbo V12 engine which can do 0-60mph in 4.4 seconds.
When viewed online, the film – directed by Tangerine Films Gary Holder – becomes interactive and can be used as a microsite complete with film content and interviews. It will be backed by direct mail, email, brochures, and web updates.
The campaign began with glimpses of the car revealed within a binaural experience that was hosted on the Rolls-Royce website. The application was developed in conjunction with digital agency Somethin’ Else and sound director Nick Ryan.
Partners Andrews Aldridge creative partner and chairman Steve Aldridge said: “This is a truly innovative launch campaign for what is undoubtedly the best car in the world. This launch works seamlessly from offline to online from film to print engaging at every touchpoint.”
