Rolls-Royce APAC Rebrand Campaign

Challenge

Rolls-Royce Motor Cars APAC was rebranding as an experiential lifestyle brand, aimed at a younger generation of ultra-high-net-worth buyers. Marketing across Australia, Singapore, Japan, and Korea ran market by market with no common thread. And the biggest blind spot sat between the click and the car: no attribution connected digital ads to physical test-drive data. Buyers research online and purchase offline, and the measurement saw only half of that journey.

Solution

Working alongside creative partner INVNT, we started where the buyers land: auditing each country’s website and shipping the changes that nudge a visitor toward action. Then came the campaigns, one per key model per market, ten tactical campaigns in a single year, bound together by a 360-degree strategy built around a sophisticated EDM framework. Campaign assets were transcreated for each market rather than translated at them. Always-on SEM across Google and Yahoo held a 12.5% conversion rate between campaigns, so demand was never left uncaptured.

The system got smarter as it ran. Early campaigns gathered lead data; that data refined the targeting toward the ultra-high-net-worth profile; the next campaign started sharper than the last.

Then we closed the blind spot. A custom Salesforce API integration with local storage connected cross-channel digital activity to the CRM, giving full research-online-purchase-offline visibility from first ad click to showroom conversation. Over the two-year engagement, 15.94% of leads converted into sales opportunities.