Rolls-Royce Motor Car’s lead creative and strategic agency Partners Andrews Aldridge has developed a global launch campaign for the Rolls-Royce Wraith. This new addition to the super luxury marque’s product line up will be revealed at the Geneva Motor Show on 5th March 2013.
Wraith is the most powerful Rolls-Royce to be built in the brand’s illustrious history. It boasts a dramatic fastback shape and technological firsts from Rolls-Royce.
Partners Andrews Aldridge have worked with the brand management and their various specialist agencies to create a stunning integrated campaign that celebrates the most dramatic and powerful Rolls-Royce ever produced. The car will be launched at Geneva with a film featuring the largest Timeslice sequence ever seen on a commercial project in Europe. Online the film is interactive and in effect becomes a micro site featuring film content and interviews. Follow up communications include direct mail, email, new brochures and staged web updates. The film was directed by Gary Holder at Tangerine Films.
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 leading digital agency Somethin’ Else and BAFTA award winning sound director Nick Ryan, the team behind the NightJar app.
Steve Aldridge, Creative Partner & Chairman at Partners Andrews Aldridge, comments: "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 touch point.”