DAWNLIGHT:
THE WORLD'S 1ST 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. 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.
While they use online media, reaching them through an online campaign for the masses is not appropriate. 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.
Market:
China
Awards:
The Webby Awards Honoree (Mobile Advertising)
