Rolls Royce

Rolls Royce

Rolls-Royce Motor Cars is the world’s pre-eminent super-luxury automotive brand. A wholly-owned subsidiary of the BMW Group, it is based at the Home of Rolls-Royce at Goodwood, near Chichester, West Sussex, which comprises its global headquarters and Global Centre of Luxury Manufacturing Excellence – the only place in the world where Rolls-Royce motor cars are designed, engineered and meticulously handcrafted.

Client Challenge

From the end of 2020 Rolls Royce wanted to launch a number of journeys that were communicating to new and existing RR customers throughout the lifecycle of purchasing and subsequently owning a new RR model.

These journeys were to be broken into 4 parts:

Journey name

Journey description

Lead Journey

The lead journey is the initial journey that will be used to generate leads from click-throughs on the email different emails that are sent which in turn get pushed over to the CCT team in order to categorize them into one of three tiers of potential lead.  Tier 1 contacts will get pushed through to the dealers so that they can then enter into the prospect journey.

Prospect Journey

Deployed through distributed marketing (dealer portal), the prospect journey is a much more targeted journey that the contact will be marketed more detailed information specific to the model of interest.  The aim of this journey is to get the contact to engage with the dealer and subsequently purchase their desired model of car.

Order Journey

Once an order is placed the order journey maintains contact with the customer informing them which stage of build their new car. This journey culminates in the delivery of their new car.

Welcome Journey

Once the car has been delivered, the welcome campaign then informs the customer about warranty and ownership packages and completes the customer journey with a thank you for purchasing email.



A number of workshops took place to establish all the finer details of how the campaign would be developed.  It was established that:

  • Dynamic content would display the car model of choice
  • Contacts could be pushed into different campaigns depending on if they had purchased
  • Additional integrations were required as and when so local dealers could facilitate test drives

Overall it was quite a complex campaign with many nuances and was far from simplistic.

Sadly I don’t have any results I can share with you as at the time or writing the campaign is still underway.

Greg Staunton

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