BBDO Interone China and Rolls Royce use the first sunlight-activated social media message
Rolls Royce owners are a very elite group of people, that live a life ahead of the common crowd. A sunrise – a dawn – is symbolic for their lives: Always being ahead of everyone else. And now they are ahead to welcome a new Dawn – the most desirable open top car in the world.
“While they use online media, reaching them through an online campaign for the masses is not appropriate”, says Birger Linke (Creative Director BMW & Rolls Royce at Interone). “But there is a direct connection between the dealer and the Rolls Royce customer: WeChat.”
Integrated into WeChat, Rolls Royce dealers send a personalized invite to the selected few. To get a first glimpse of the car’s interior ahead of everyone else, all the recipients have to do is expose their smart phone to the first beams of sunlight. On the front seat, they find a virtual invitation to the launch event.
To RSVP, the last four digits of their phone number for authentication is all it takes.
Credits –
Creative Director: Birger Linke
Associate Creative Director: Sha Fan
Senior Art Directors: Callum Ng, Li Mu
Art Director: Shore Liu
Designer: Cao Chen
Account Director: Michelle Luan
Account Manager: Clover Wang
Programming: Hao Ding, GKxIM
Animation: The Looop
2 Comments
This is the most confusing bit of promotion yet…
What is the idea?
The coolest thing about this is, it does not have an idea. The world probably don’t need an idea. Why do we need ideas? This works on wechat! You know? Rolls Royce customers are on wechat. Wechat is the idea.