BRAND STRATEGY
Case Study: Black Badge in Color
In 2016, Rolls-Royce launched the new Black Badge series, the darker alter ego for the "risk takers and rule breakers". The creative for the series was incredibly modern and edgy. However, customers in the Americas assumed that the series was only available in Black color ways, limiting sales potential for this important product initiative.
BLACK BADGE - BOLDER IN COLOR
To address these limitations and give the series a boost, I introduced 'Bolder in Color'- a fully integrated, 360-degree brand campaign to elegantly complement the global assets. At the heart of it was the specially commissioned "Pastel Collection", a creative explosion of bold and unique colors which introduced a new narrative for Black Badge.
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The edition was so impactful that interest in the Black Badge series saw a spike not only in the Americas but in all global markets with millions of impressions through social and PR. The high-margin collection sold "on the spot" at the launch event.
SOCIAL MEDIA TEASER CAMPAIGN
Modern, bold and striking Instagram story creative
GLOBAL PRESS RELEASE
'Explosion of color' narrative
DRAMATIC REVEAL
Customer VIP Event @ Rolls-Royce Villa
GLOBAL WEBSITE INTEGRATION
Regional initiative with global reach
Black Badge in Color
SUCCESS FORMULA
Integrated strategy - dynamic & fast execution
COMMISSIONED COLLECTION
The Pastel Collection was purpose-built for the campaign together with Design, Bespoke & Sales.
The color story beautifully supported the global Bespoke brand narrative and the content was fresh, innovative and young.
EFFECTIVE LAUNCH PLATFORM
The Pebble Beach Concours d'Elegance was the perfect location to showcase the collection due to its UHNWI density and to build an impactful story.
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While the event itself was the physical, all digital launch platforms and PR channels were fully leveraged to reach a more mass audience to further help shift Rolls-Royce's brand image.
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GLOBAL COLLABORATION
We utilized all regional and global digital media channels and amplified through all North American dealership social media channels.
The combined awareness impact as well as reach was comparable to launches of other centrally planned, global limited editions.
