Insight

Folded into the design of Wraith Kryptos is a cryptographic puzzle marked by coded ciphers that patrons must solve.

Taking Rolls-Royce’s promise of Inspiring Greatness from a passive experience to an immersive one, audiences are invited to explore a challenge that’s built, sewn, and painted onto each car. Rolls-Royce Bespoke designer Katrin Lehmann commented: “As a designer, I’ve always been fascinated by the notion of communicating messages only understood by an elite few. Throughout millennia, ciphers have captured the imagination of the world’s most brilliant minds.”

Idea

Develop a cryptographic experience inspired by the ciphers hidden within Wraith Kryptos and invite the audience to solve its mystery.

In honour of the car’s Delphic origins, a cerebral experience was written, designed and developed in full.

Photography for the exclusive model reflects the hand-crafted legacy of both car and code, produced by blending real-world practical effects with computer-generated imagery.

The global online reveal concealed interactive elements within its design and was accompanied by a bespoke challenge promoted across Rolls-Royce’s social channels.

The challenge incorporated cryptographic obstacles — from Caesar ciphers to Morse Code — that increased in difficulty as players advanced through the experience. Winners were presented with a personalised Rolls-Royce gift, yet the secrets of Wraith Kryptos remain under lock and key for future owners to decipher.

Impact

Wraith Kryptos sells out before reaching the public market, as lead generation increases by 900%.

The first two weeks saw engagement rise by 314% on Instagram and 50% on Facebook in comparison to the previous period. As a result, Wraith Kryptos is one of the fastest-selling Collection Cars in Rolls-Royce’s history, with the limited run of 50 selling out before becoming available to the public.

“Wraith Kryptos has been undoubtedly one of the most innovative and future-pushing at Rolls-Royce Motor Cars. The execution delivered a fresh, bold look for Wraith, whilst capturing the story of cryptography and engaging both prospects and fans of the marque. This helped deliver the fastest-selling Collection Car in recent years.”

Peter Beadle, Global Brand Manager