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26/11/2013 by
731 views

How Rolls-Royce Celebrates Colour Via Instagram

Rolls-Royce has always seemed to be a brand for the elderly gentlemen and the rich hip hop generation. Maybe that’s why they are trying to reach a younger, different audience through their new Instagram (and Twitter) campaign: #RollsRoyceInColour.

Image000082 500x331 How Rolls Royce Celebrates Colour Via Instagram

So what is this Rolls-Royce campaign all about?

Rolls-Royce asks fans to submit photos of those vibrant colours they would want their Rolls to have, to @rollsroycecars and the #RollsRoyceInColour hashtag on Instagram and Twitter. Rolls offers 44,000 colours, so fans can basically choose any colour they want.

The winner, who will be chosen on December 20th, will receive a scale model of a Rolls-Royce in the colour they have chosen.

The goal of this campaign is to show fans that Rolls-Royce cars are commissioned, and personalized to the buyer’s taste. They’re not just cars you pick out and buy in a store. Henry Harris-Burland, a member of the Rolls-Royce communication team, explains:

“The inspiration for the campaign is our bespoke capabilities, specifically with regards to paint color and our ability to color match anything to a Rolls-Royce.”

On Pinterest, Rolls-Royce created a page to show examples of possible contest entries.

Schermafbeelding 2013 11 26 om 10.53.31 500x208 How Rolls Royce Celebrates Colour Via Instagram

The competition is an impactful, visual way to connect with the social audience as color is globally understood, and Instagram and Pinterest are key social growth platforms for us.

By just making the contest about colour, everyone is able to participate. Colour is everywhere, and everyone has a favourite one. This way, Rolls-Royce is participating in people’s lives. Joe McCarthy of Luxury Daily says:

By asking fans to imagine their favorite color on a Rolls-Royce model, the brand implicitly associates itself with an important part of their fans’ lives. Potentially, when participants look at that same color in the future, it could evoke a memory of a Rolls-Royce vehicle.

ColorRolls3 How Rolls Royce Celebrates Colour Via Instagram

My Opinion

I like that Rolls-Royce is attempting to reach a completely different audience through platforms like Instagram. Instagram is perfect for brands like Rolls-Royce or Mercedes, precisely because visuals are so important for the car industry. Furthermore, that new audience they are trying to reach is definitely present on Instagram.

I think this campaign is exactly the right way to convey what Rolls-Royce wants people to know: that their cars are commissioned and adapted to the buyer’s taste, and that the cars are available in an unlimited number of colours.

It’s a shame though that the winner can only win a scale model of a Rolls-Royce. Winning an actual one would be a much bigger splash. But I guess we can only dream about such things ever happening.

What Do You Think?

What do you think of Rolls-Royce’s campaign? Do you think this is the right way to reach a fresh young audience?

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About The Author
Marion aan ‘t Goor is a Social Media Consultant at ICON&Co. You can connect with Marion via Twitter and LinkedIn.

 

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Comments (3)

  • Igor Beuker 26/11/2013, 20:23

    Pretty clever way to revitalize the brand among a younger audience.. both creative and in choice of channel

     
  • Ema Linaker
    27/11/2013, 09:27

    Frankly I think a scale model is cheap for a luxury brand like this….and a bit patronising to the ‘younger’ generation they’re trying to reach.