Tue, 25 Aug 2020 10:01:41 GMT
Taking Rolls-Royce’s brand promise of ‘Inspiring Greatness’ from a passive experience to an immersive one, followers were invited to participate in a gamified, digital adaptation of the puzzle that’s built, sewn, and painted onto each car.
In honour of the car’s Delphic origins, a cryptographic quiz and site page with hidden devices were developed. The mobile quiz was promoted via social channels and challenged followers to crack the “Wraith Kryptos Enigma”. From Morse Code to Caesar ciphers, the experience served as a true test of wit.
The first two weeks of the campaign saw engagement rise by 314% on Instagram and 50% on Facebook in comparison to the previous period. As a result, Wraith Kryptos is one of the fastest-selling collection cars in Rolls-Royce’s history, with the limited run of 50 selling out before becoming available to the public.
Peter Beadle, Global Brand Manager
Advertiser: Rolls-Royce Motor Cars
Creative Agency: AKQA London
Art Director: Natalie Vosloo, Laura Beretti, Becky Swarbrick, Maggie Yu
Executive Creative Director: Johnny Budden
Creative Director: Paul Ostryzniuk
Media Agency: Wavemaker
Production Company: In-house
Editor: Pierre Saladin
Producer: Oliver Creamer
Post Production Company: Smoke and Mirrors
Client Services: Vitor Forte, Rhys Jones
Project Management: Sarah Martin, Jawwad Sheikh, Anisha Chandarana
Tech: Pete Healy, Thomas Ballard, Maxim Chernyavskyi, Veronica Garcia, Andriy Zinevych, Jas Brach
UX: Mikko Pitkanen
Analytics: Giacomo Vannuchi, James Matheson
Categories: Automotive, CarsAKQA UK, 1 year ago