Rolls-Royce Motor Cars: Cullinan

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Insight

Rolls-Royce Cullinan is a new paradigm in automotive design: the world’s first super-luxury SUV.

Never before has Rolls-Royce released an all-wheel drive SUV. Enter Cullinan. Creating a new benchmark in all-terrain luxury, this pioneering vehicle is almost ready for launch. Only its final tests stand in its way. While pre-production testing is usually conducted away from the public gaze, Rolls-Royce has a tradition of carrying out its trials in the full glare of the media, such is its confidence in its vehicles.

Idea

Created in collaboration with National Geographic, The Final Challenge sees Cullinan confront some of the world’s most punishing landscapes – with fans invited along for the ride.

To prove its capability in even the toughest conditions, Cullinan travels from the highlands of Scotland, to the Austrian mountains, to the Arabian desert.

With National Geographic focusing on the epic expedition led by explorer and photographer Cory Richards, footage was re-engineered to create a bespoke story for Rolls-Royce. This series of short films showcases Cullinan’s off-road credentials as it conquers extremes of terrain, weather and altitude with effortless power and poise.

Impact

During the week the first film was released, website traffic to The Final Challenge tripled as a global audience tuned in to view the films.

By week two, social media engagement for the challenge had reached an all-time high for Rolls-Royce, and website lead generation had already successfully resulted in pre-launch sales.