BriefWho hasn’t heard of Rolls-Royce? It’s an iconic brand no doubt, but few people know the story of the risk-taking, ruling-breaking pioneers who founded the company. Charles Rolls was an aristrocratic daredevil, Henry Royce a working class engineering genius. Together they made history.
I was hired by ENERGY for Rolls-Royce copywriting at Goodwood Festival of Speeed in 2017. The stand was showcasing the Black Badge range; Rolls Royce’s menacing alter ego and their most powerful cars to date.
ThoughtsThe challenge was to digest a huge amount of historical information in a short period, choose the most compelling anecdotes, then retell them for an event audience. The copy was displayed on panels around the beautifully designed stand.
ResultThe production was very well received by festival goers, Rolls-Royce’s top brass and the wealthy individuals who placed orders during the festival. Rolls-Royce had a target for the number of Black Badge rollers they wanted to sell over the six months following the event. Thanks to the powerful impact of the stand, and the way it invoked the bold spirit of the company’s founders, that target was smashed in four days.
Rolls-Royce sold almost 30 new cars as a result of their Goodwood display, and the stand won a gold award at the Field Marketing and Brand Experience Awards 2017.
What the client said: >