Our challenge was to bring youthful energy to an aristocratic legend. Bentley’s longstanding pedigree as a super-luxury vehicle owned by established, refined, “old money” individuals was causing the emerging class of high wealth consumers to look past the brand when considering premium automobiles. With plans to launch an SUV in 2015, Bentley needed to connect with the younger “modern luxury” class to build brand interest and affinity prior to introducing the new model.
Our campaign celebrates living without limits. Bentley is about never settling or measuring its performance against other manufacturers. The brand always been about disregarding convention and limitation. The cars are built with unequaled style, craftsmanship and performance. Members of the new luxury class attack life the same way - their success comes from defying convention and continuously pursuing new levels of personal achievement.
The Campaign is successfully driving higher volume of younger prospects to their website and dealers. Record sales growth in 2013 (+28%) outperformed all super-luxury competitors. The Americas region continues to be Bentley’s highest volume market globally.