American Marketer


Rolls-Royce takes mobile-optimized exhibition to Dubai

March 12, 2015

From Rolls-Royce exhibition From Rolls-Royce exhibition


Rolls-Royce Motor Cars is taking its Inside Rolls-Royce exhibition to the Middle East for the first time.

After successful integrations in the United Kingdom and Germany, the mobile-optimized look into the automaker’s history will be spread across eight rooms in the United Arab Emirates. With auto enthusiasts’ eyes upon Dubai after last week’s motor show, the announcement for the opening will likely spur some attention.

Traveling the world
In the fall of 2014, Rolls-Royce responded to the enthusiasm following a behind-the-scenes documentary earlier in the year with an interactive, free exhibition that travels to key cities throughout the world.

After the “Inside Rolls-Royce” film aired on Britain’s Channel 4, the automaker realized just how much people admired the brand and its achievements and wanted to show some gratitude by creating a more immersive experience. Behind-the-scenes campaigns have generated a lot of attention for luxury brands, since they open up a world of design and craftsmanship that previously remained hidden (see story).

Rolls-Royce ensured that its exhibition in London was gratifying for consumers by releasing an accompanying mobile application.

The app for “Inside Rolls-Royce” aims to improve each component of the exhibition. Also, consumers will get a better sense of the integral role mobile will play in auto showrooms and dealers in the future (see story).

Inside Rolls-Royce will provide a multi-sensory journey through eight rooms that each focus on an individual aspect of the creation of a Rolls-Royce vehicle.