AKQA, London / ROLLS-ROYCE MOTOR CARS / 2016
A touch-responsive and content-rich digital platform that blurs the line between luxury product and lifestyle. A space where bold imagery works hand-in-hand with a sensory tone of voice to stir the senses and make an impact. A destination that extends the physical Rolls-Royce experience into digital, while reflecting the brand’s commitment to build the most bespoke cars in the world.
The website is a rich, immersive content experience that inspires potential customers and enthusiasts alike. Product and lifestyle content is barely distinguishable – presented and written in the same elegant way. The motor cars are surrounded by inspirational stories of culture, lifestyle and craftsmanship to bring to life what it means to own a Rolls-Royce. These stories are intelligently interconnected for a natural and continuous journey. This editorial approach, unusual in the world of automotive sites, provides a diverse brand experience aimed at selling a lifestyle, not just a car.
The Rolls-Royce Motor Cars .com platform was launched in September 2015, just eight months after work began. An entirely collaborative, multi-office approach by a team of 20 people spread over four countries, enabled the website to go live earlier than originally planned, the day before the brand’s biggest car launch in decades. Behind the scenes, the fully-responsive site is created with an AEM6 backbone. One we can build on in the future.
The content-rich website shifts brand perceptions – attracting and appealing to new, younger prospects, encouraging them to reevaluate what Rolls-Royce stands for and changing attitudes towards the iconic marque.
2.6M visits since launch
+79% lift in traffic during launch week
+65% increase in visitors indicating intent (downloading brochure, using configurator)
The new digital platform has drawn in thousands of new visitors and created the perfect home for a brand synonymous with unparalleled craftsmanship. The Rolls-Royce digital experience is now elevated to match its prowess within the automobile industry – and will continue to redefine the standard for years to come.
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