Rolls-Royce works with Partners Andrews Aldridge on integrated campaign for new Rolls-Royce Wraith

The Rolls-Royce Wraith was unveiled at the Geneva Motor Show

Rolls-Royce has revealed a global launch campaign for the Rolls-Royce Wraith developed with its lead creative and strategic agency Partners Andrews Aldridge.

The agency has worked with the brand management and their various specialist agencies to create an integrated campaign celebrating the new model. Launching at the Geneva Motor Show, a film complete with Timeslice sequence introduced the car which boasts a fastback shape and technological firsts from Rolls-Royce.

Online the film, which was directed by Tangerine Films Gary Holder, becomes interactive and can be used as a microsite complete with film content and interviews.

Follow up communications will include direct mail, email, new brochures, and staged web updates.

The campaign began with glimpses of the car revealed within a binaural experience that was hosted on the Rolls-Royce website. The application was developed in conjunction with leading digital agency Somethin’ Else and sound director Nick Ryan.

Steve Aldridge, creative partner & chairman at Partners Andrews Aldridge, commented: "This is a truly innovative launch campaign for what is undoubtedly the best car in the world. This launch works seamlessly from offline to online from film to print engaging at every touch point.”

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