By creating a detailed online behaviour model we targeted a very select audience and switched them on to the Rolls-Royce Wraith. Our campaign reached over 11 million people and delivered a cost per acquisition of under £60.
Awareness. Consideration. Evaluation. Purchase.
The challenge To find elusive super-high net worth prospects and engage them with the virtues of the Rolls Royce Wraith.
The insight Rolls-Royce Wraith is aimed at a younger audience compared to the traditional Rolls-Royce owner. However, sales were slower than expected in the UK and it was apparent that knowledge of the car’s capabilities hadn’t reached this potential new customer base. They didn’t see it as relevant to them.
The work To appeal to a more contemporary audience, our creative equated the qualities of the Wraith with the worlds of fashion and music, placing it above other super-premium sports cars. But finding the super-high net worth audience is like finding a needle in a haystack. So we employed a detailed online behaviour model to identify our potential audience and optimised throughout the campaign. This was then supported by specific media buys on sites like Square Mile and FT.com.
The results We reached over 11 million people over the course of the campaign, with a cost per acquisition of under £60. Most importantly, we knew we were reaching the right people due to the clicks and conversions delivered by the campaign.