Rolls-Royce’s first ever above-the-line campaign and public exhibition needed to go beyond simply showing the latest car range, it needed to be engaging and interactive, maximising reach and sharability, opening up the brand to a whole new audience.
Everything about a Rolls-Royce is designed to be the perfect expression of each individual customer’s taste, personality and lifestyle. This was a chance for the brand to show visitors the remarkable lengths it takes to create the pinnacle of super-luxury motoring; a truly bespoke automobile.
Visitors were taken through a multi-sensory journey of engineering, design, innovation and craftsmanship across nine emotionally responsive spaces. Combining the latest technologies and design, Inside Rolls-Royce brought together physical objects and technology with each of the nine rooms focusing on a key aspect in the creation of a Rolls-Royce.
The experience was supported by an app triggered by iBeacons throughout the gallery, as well as a London-based above-the-line campaign, which included a 20” film at Waterloo Station, billboards at Victoria Train Station and LCD escalator screens at main London Underground Stations. A 45” film was also created for the Rolls-Royce Motor Cars website, YouTube channel and other Rolls-Royce Motor Cars social platforms.
15,207 people visited the four-day exhibition
#insiderollsroyce reached a potential audience of 41.9 million Twitter users
Inside Rolls-Royce will travel on a global tour in 2015 visiting major cities across Europe, the US, Middle East, and China, with more stops to be added...