Rolls-Royce Motor Cars direct mail case study

The reputation of Rolls-Royce Motor Cars is built on its exacting standards, a quality that’s embodied in its luxury vehicles. But during tough times even this vehicle manufacturer has to pull out all the stops to persuade its target market of ultra high net worth individuals to make such a big purchase.

To help customers justify the cost to themselves, Partners Andrews Aldridge focused on bringing to life Rolls-Royce’s perfectionism and attention to detail.

It connected with customers’ emotions by providing them with tactile proof of the Phantom’s outstanding quality, printing the letter on a piece of the finest-grade sandpaper, the same type used to get the glass-like finish on the cars. By showcasing Rolls-Royce’s uncompromising attitude to production, the whole mail pack engaged buyers to give them that extra nudge they needed to make a purchase.

Rolls-Royce won’t reveal the detailed results of this international direct mail campaign, but it will say that it has been very successful.