Rolls Royce were looking to amplify the launch of its new Dawn model to the world’s media. They were also looking for a new creative approach that would target a younger demographic of potential buyers.
We chose a radically different approach: opting to unveil the new car via a live video stream (supported by a global media outreach). The stream consisted of two seamlessly joined sections:
- A 17 minute pre-recorded film hosted by model and car aficionado, Jodie Kidd and Rolls-Royce CEO, Torsten Müller-Ötvös, filmed over six days in London, Sardinia and Goodwood.
- A live Q&A with Jodie Kidd and the CEO, taking questions from journalists all round the world. Our live events team created the player in which the full programme sat and we faultlessly streamed it to the world from Goodwood.
Over 3,400 journalists watched the live programme. Within one hour of the launch over 60,000 news stories were running on Google. Within two hours the Dawn launch was trending as the #1 story worldwide on Google. Reuters took our live stream and straight after the launch we set the CEO up for live satellite interviews with key target broadcasters including CNN, CNBC, Bloomberg and BNN in North America; BBC World and BBC World Service Radio.