The Power of Trent

The creative approach
When engine faults on the Trent 1000 grounded Boeing 787s in 2018, Rolls-Royce faced a reputational crisis that wiped a quarter off its share price in three months. Ogilvy’s editorial team helped turn the tide.

We ran a deep data analysis of online search, conversation and sentiment to understand how the brand’s reactive silence was amplifying speculation. The result was Rolls-Royce’s first ever always-on content strategy – the Power of Trent campaign – built around myth-busting, transparent storytelling and expert interviews. Within a single quarter, positive sentiment tripled, negative chatter fell by 75%, and the share price rallied by billions.

The next phase focused on the future of flight. Rolls-Royce wanted to show not just control of a crisis, but leadership in sustainability. Our editorial programme reframed the brand’s story around electrification, from the development of ultra-efficient turbines to the record-breaking electric aircraft Spirit of Innovation.

Through a blend of web documentaries, thought-leadership articles and STEM-driven storytelling, Rolls-Royce was able to establish a credible voice in the “third age of aviation”: one that’s as much about sustainable innovation as engineering excellence.

Impact

• Negative sentiment down 75%

• Positive conversation up 3x

• Billions in share value regained

• Established new language for electrification and future-flight innovation