Verticals
Case Studies - Automotive
Rolls Royce
Client’s Business Objectives
As one of the premium brands in the automotive industry, Rolls Royce has a very narrow target customer base. It is often difficult to locate and communicate with these individuals whose purchase of a single vehicle may exceed £250,000. The objective of the activity was to target high net worth individuals and persuade them to undertake a test drive of a new Rolls Royce.
Workflow Solutions Used
All image and data manipulation was undertaken using XMpie software. Print files were managed via Creo spire technology ensuring that files were ripped and presented to the Xerox iGen3 Digital Production Press in a timely and efficient manner. Printed output was then finished in-house by dsi group and delivered to the individuals concerned
Why was this printed solution innovative
The strategy was to “play on potential customers’ egos” by appearing to produce a feature on them within a Sunday Times supplement.
Details on the Asian top 300 net worth individuals who do not currently own a Rolls Royce were compiled, including a photo of the individuals, with all information subsequently set-up in a database. A personalized insert was then produced providing a profile of the individual, along with an overview of the Rolls Royce Phantom. The length of copy for the Phantom varied so as to visually match to that of the length of copy of the profile of the target customer. The personalized section was subsequently stitched into a “How to Spend It” supplement of the Sunday Times. The copy of this supplement was then sent directly to each individual, with the page tabbed by a litho printed wrap matched to the digital output so that it automatically opened at the appropriate section.
This unique and innovative application, that would have been unimaginable on any other print platform, not only ensured that a personalized piece landed with a highly targeted individual, however, also provided content that an individual would read. All that needed doing was to convert this interest into test drives!
Results and benefits
Response to the activity was exceptional! To date 11 individuals have requested a test drive of a Rolls Royce based on this activity. Based on a mailing of 300 items this provided a response rate of nearly 4%. This level of response for a product that typically costs in excess of £250k is phenomenal. Even more importantly, these test drives are now being converted into sales. Based on a budget of less than £20k for producing the activity, Rolls Royce has deemed the campaign as a major success.