Luxurious car manufacturer, Rolls Royce, embarked on a challenge to entice a young affluent audience to join the ranks of owners of their new car: the modern, sleek and elegant Ghost.
While Rolls Royce wanted to engage digital to speak the same language as their target customers, the exclusivity of the Rolls Royce experience was delivered strictly by a luxurious and innovative piece of direct mail.
The email and direct mail were timed to coincide with the launch of Ghost’s prototype predecessor – the 200EX – at the Geneva Motor Show. The objective of the DM programme was to provide a series of communications to Rolls-Royce prospects that would take them from initial expression of interest onto the purchase of a Ghost.
In order to add real value to all communications, both emails and DMs were built around the notion of ‘first to see’: the target audience received information on the 200EX and Ghost ahead of the public and the press so that they felt valued.
RR produced 10,000 sophisticated personalized direct mail packs with each containing a USB stick with ‘the Ghost in the Photograph’ containing the first of a series of well-produced, intriguingly-titled short films (Extoll).
• Initial 10,000 packs generated potential sales of over €5,500,000
• 594 people registered to view further legend films; a response rate of 5.94%
• While it lasted, the campaign was responsible for increasing the Ghost hot prospect pool from 14 – 6,924 and the total prospect pool has grown to 9,356
• The campaign delivered 80% of the initial Ghost forward order target
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*Success story courtesy of www.twosides.info