Cannes Lions

AND THE WORLD STOOD STILL

PARTNERS ANDREWS ALDRIDGE, London / ROLLS-ROYCE MOTOR CARS / 2013

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Overview

Entries

Credits

Overview

Description

Wraith. A car so thrilling, it stops people in their tracks.

Our challenge: To produce a launch campaign that was equally breathtaking. So we made the world stand still using 100 cameras, something nobody in Europe had attempted.

It was a beautifully crafted cinematic experience with interactivity at its heart. Viewers could control a moment frozen in time, then delve deeper to discover more.

The website recorded the highest daily traffic ever. In no time the order book was full and there was an impressive waiting list.

Wraith had made the world stand still ... then sent it into a frenzy.

Execution

We needed to reflect the trailblazing nature of Wraith.

To launch the name we created an experience that was the first of its kind. Emails built tension and led to cinematic trailers which plunged viewers into the glamorous world of Wraith. For the reveal we used 100 cameras to capture a single moment, something nobody in Europe had attempted before, and we made the world stand still. It was an experience with interactivity at its heart. Where people could control a moment frozen in time and truly appreciate this epic car, then delve deeper to find out more. In effect the film became a microsite featuring content and interviews.

Outcome

Our campaign didn’t just exceed expectations, it smashed them.

The website recorded the highest daily number of visits since records began, with over 883,000 visits over the campaign duration.

54,000 people interacted with the frozen moment with an average dwell time of over two minutes.

The campaign had over 90,000 Facebook likes and to date nearly 215,000 people have viewed the film on YouTube.

The order book was full in lighting fast time and there is an impressive waiting list.

At least £545m worth of leads were generated.

The potential ROI for the campaign was £436 per pound spent.

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