Rolls-Royce approached us to create a brand experience that would launch the new Dawn Black Badge to a younger generation of motoring enthusiasts and on a platform that could reach hundreds of thousands. The solution had to embrace the company’s 117-year history and embody the darker spirit of the global luxury brand. This all inevitably had to lead to generating sales, fostering brand affinity and creating newsworthy stories.
To launch the Dawn Black Badge in a way that felt natural, unexpected and with the ability to instantly reach hundreds of thousands we looked no further than the company’s Home of Rolls-Royce at Goodwood. Each year for one glorious long weekend over 200,000 visitors make their way to Goodwood House for the annual Goodwood Festival of Speed. The Festival attracts visitors from all backgrounds and from all around the world, making it the perfect setting to launch the Dawn Black Badge.
We created a daring and unexpected experience with the Dawn Black Badge at its core, and the spirit of Rolls-Royce at the heart. Fusing Rolls-Royce’s quintessentially English heritage with the more contemporary aesthetic of the new range of sportier cars allowed us to create a brand experience that officially became the ‘most loved attraction’ of GFoS. Celebrity artist Bradley Theodore was commissioned to create contemporary unique artwork throughout the event and hidden areas to discover told the brand story creating an average dwell time of over 30mins. We also created a unique VIP area where potential customers could discover more about the launch and were offered the first opportunity to purchase. THE FESTIVAL OF SPEED served as the perfect staging point for the global unveiling of the Rolls-Royce Dawn Black Badge. Unveiled in the spectacular setting on the Laundry Green, Dawn Black Badge, flanked by its siblings Wraith Black Badge and Ghost Black Badge, drew huge crowds throughout the weekend.
714% ROI delivered
200,000 people attended over four days