How to Sell a Luxury – Rolls Royce Case Study

I have studied many marketing and advertising legends, but one of the best, David Ogilvy, wrote one of the longest-running & most successful Rolls-Royce ad. In 1957, Ogilvy said the best headline he has ever written is popular; “At 60 miles an hour the loudest noise in the new Rolls-Royce comes from the electric clock”. This promo for Rolls-Royce sold out the entire U.S inventory. 

Now here’s the thing: A Rolls Royce CAR is a luxury item High-ticket! Prospects of the luxury are already having skeptical thought since they have been seeing hundreds of “more of the same” Rolls Royce Ads before. This part will be needing the expertise of a crazy advertising expert to be creative and do something different. Ogilvy knew he couldn’t do ordinary marketing so he came up with a BIG IDEA designed to sort out 3 things:

1. Stand out from every other advert the brand has ever written
2.  Educate the reader into craving and desiring the car
3.  Make them feel better owning a brand new Rolls-Royce. Give them a class of pride and caress their ego.

The result of this brilliant idea? 

From 1957 to 1958, the sales to rose 50 percent. Ogilvy insisted that this brilliant copy with an attention-grabbing headline as a result of three weeks spent in researching the clientele before starting on the copy. The advert ran consistently in numerous big-city newspapers until 1962 when Ogilvy stopped working with Rolls-Royce (because he wasn’t satisfied with their latest production quality).

Now here’s the devil in the detail: It wasn’t about the Rolls-Royce car It was about how Ogilvy PRESENTED IT to the market. it’s a superb thing to have an amazing product or service that people are willing to pay for because it solves their utmost problem. But if you’re not presenting (and marketing) it with the right appeal, you will be ignored by your ideal prospects.

The power of Value-Sharing, Educating, Unique Presentation, position the audience in a state where they trust you, boost their egos, make them feel they are not just buying but earning. So how do you educate your reader into LOVING and desiring your HIGH TICKET offer?

Always make a few tweaks to your marketing and enjoy the consistent flow of new customer sales and clients. If you need help creating a strategic marketing plan that meets the heart of your audience and multiply your sales, then you need to get in touch!

About Author

Damilare Oyekanmi

Damilare is a seasoned professional with a strong background in brand content strategy, community management, and digital marketing. With over 7 years of hands-on experience, he has consistently delivered outstanding results in brand development and management.
Creativity, leadership, and networking are at the core of his professional ethos, making him a valuable asset to any organization.

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