Rolls-Royce launched an electric Phantom to spark a debate about the future of powertrains. I was responsible for the campaign concept, I scripted the launch films, wrote web copy and Facebook announcements, tweets and emails. Films included interviews with Torsten Muller Otvos, CEO of Rolls-Royce, Autocar editor Steve Cropley and Sir Michael Kadoorie, owner of thePeninsular Hotel in Hong Kong, who has a fleet of 14 Rolls-RoycePhantoms.
The music on the film was commissioned specially for the campaign, created by the wonderful Will Saul.
The idea behind the campaign was based on the questions: can electric motoring deliver a true Rolls-Royce experience? Can alternative drive-traintechnologies work in ultra-luxury cars? People were invited to join the debate at www.electricluxury.com. The campaign ran for more than a year, growing as input was receivedfrom the global tour and data being fed in from all over the web and twitter.