Cars are almost always launched at motor shows or in a blaze of flash photography at one-off events. But for Rolls-Royce we chose a radically different approach: for the reveal not a single journalist was on site at the Rolls-Royce Goodwood factory.
With the aim of targeting a younger demographic of potential buyers we opted to unveil the new car via a live video stream. Understanding the rapidly changing global media landscape and audience, we acknowledged how familiar the target market is with consuming digital content, not least because many will have made their fortunes online.
The stream consisted of two seamlessly joined sections:
Firstly, we streamed a 17 minute pre-recorded film which was hosted by model and car aficionado, Jodie Kidd, and Rolls-Royce CEO, Torsten Muller-Otvos. This section had been filmed over six days in London, Sardinia and Goodwood, all of which was project managed and executively produced by our team. Within the film we built up suspense to the dramatic unveil of the Dawn model by capturing the car driving onto the company’s grounds at Goodwood, immediately followed by mini vignettes on the car from Rolls-Royce's Design, Engineering and Marketing Directors.
Following on from this, Jodie Kidd hosted a live Q&A with the CEO, taking questions from journalists all round the world. Our live events team created the player in which the full programme sat and we faultlessly streamed it to the world from Goodwood.
Straight after the launch we set the CEO up for live satellite interviews with key target broadcasters - CNN, CNBC, Bloomberg and BNN in North America; BBC World, BBC World Service Radio and BBC 1 South Today here in the UK.