Rolls-Royce '21st Century Legends' integrated direct mail campaign

Rolls-Royce used direct mail to launch a campaign positioning itself as a 21st century brand icon for the young global elite.

Working with Partners Andrews Aldridge, Rolls-Royce created a series of films about its cars and the people who make them.

Prospects were sent a bespoke box containing a USB key. When plugged into a computer, it launched a special microsite showing the first film. Viewers were then invited to register to receive the subsequent films. 

The campaign was introduced to a wider audience in print and iPad editions of the Wall Street Journal, the latter fusing the publication’s first-ever ‘video in ad’ technology. In time, each film was made more easily shareable through Rolls-Royce’s Facebook page and YouTube channel.

For the full case study and images, click the download link below.