Rolls-Royce has already advanced well beyond the automobile industry and dominating the luxury sector, and introducing a fresh image of Rolls-Royce to the younger generation of the Chinese market through inspiring, educating and enhancing lives via emotive experiences.
Through new cross-industry collaborations and omnichannel campaigns both online and offline, Rolls-Royce’s “Infinite Time in This Space” campaign successfully resonated with a broad range of audiences, especially the younger generation. This helped to expand the prestigious brand’s horizon and diversified its impression.
As one of the pinnacle luxury brands with over 100 years of history, Rolls-Royce never stops playing the leading role. The brand perfectly combines its digital platform, innovative technology, creative marketing approach and immersive omnichannel experience to be the benchmark for not only auto brands but also all the luxury brands on how to engage the younger generation. Doing so, it helps to reshape the luxury sector’s image in the new era and for its efforts, Roll-Royces won the gold mental in the IAI Advertisement Awards 2022.
Over the years, Rolls-Royce has earned praises for being at the forefront of being innovative and is ambitious with crafting excellent marketing and communication strategies. It has utilised all the potential opportunities in the market to continuously interact with its audiences and clientele, and the result is high sales growth in China.
On 16 April, 2021, Rolls-Royce launched a new collection, the Phantom Tempus. Limited to 20 models worldwide, the car is inspired by the concepts of time and celestial objects. A pop-up was organised in Shanghai to promote brand awareness and it amplified Rolls-Royce’s reach to more dynamic groups in society. Located in a mysterious Space Station along the prosperous business district of Plaza66, the event space tells the bespoke story behind the masterpiece while further appealing to the theme of space and time.
The “Tempus — Infinite Time in This Space” offline experiential campaign was further elevated with a partnership with China’s top electronic music agency, “Fever Family”. Taking this opportunity, Rolls-Royce’s Phantom Tempus directly engages with the auditory senses of on-lookers through music as the brand believes that of all the art forms, music can effectively affect human emotions. The arrangement and superposition of sound waves with various rhythms create the music, which is in perfect synchronicity with the pulsar signal’s electromagnetic wave rhythm.
A testament to the ingenuity of Rolls-Royce, the campaign was widely covered through diversified channels and leverage a matrix of various media platforms. Going with a two-pronged approach, the online and offline events were held simultaneously, and these initiatives effectively increased the audience’s awareness of brand activities and greatly expanded the publicity of the events.
During the event, more than 5,000 people engaged with the space capsule. The official reading volume has reached more than 3.8 million, and the number of fans on WeChat and Weibo platform increased by 900 per cent for that time period last year. The electronic music album launched concurrently on various music platforms also saw more than 80,000 subscribers. Lastly, it only took one minute that two Phantom Tempus deals were sealed online by the first two clients followed by many more on the waiting list.
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