The global lead agency on the account, Partners Andrews Aldridge, was tasked with creating a campaign to appeal to a wider audience than may have previously considered the brand.
The push takes its inspiration from the Spirit of Ecstasy, the iconic mascot that has appeared on Rolls-Royce vehicles for the past 100 years.
The work will launch with an international direct mail and email programme targeting potential RR4 customers worldwide.
The communications have been designed to drive recipients to Rolls-Royce dealers, where they can opt in to an ongoing CRM programme, also handled by the agency.
The direct activity is being supported by a global micro-site developed by PAA in collaboration with its sister digital agency, Altogether.
A launch film will be publicly aired for the first time at the Geneva International Motor Show in March. The film will also appear online, in all Rolls-Royce dealerships and on a world tour, where selected audiences will be invited to view the 200EX.
The model provides a strong indication of the styling expected of the RR4, which is due to go on sale next year.
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