Bentley Motors has created a new brand platform to reposition itself as more than a luxury automotive brand Interpublic Group, centred around the message “How do you Bentley?”.
Created by IPG X, the campaign will run across OOH, connected TV and Bentley’s organic social channels to help enable access, immersion and interaction within Bentley’s world.
It taps into audience passions, building on its existing presence withing the travel space through ‘Bentley Extraordinary Journey’, music through the ‘Bentley Record Room’ and design in ‘Bentley Home’.
Through the campaign message “How do you Bentley?”, IPG has curated and crafted a set of Bentley ‘worlds’ that express the harmony of polarities of the brand that balances luxury and performance. It taps into
Bentley Motors global marketing director Steven de Ploey said: “This is the most significant piece of work aligned with the Gen B brand activation platform we’ve created to date.”
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He added: “Our campaign line, ‘How do you Bentley?’ enables the brand to lead the conversation about what luxury lifestyle looks like, using a shared mindset to communicate with both an existing and growth audience.”
“This is the most significant piece of work aligned with the Gen B brand activation platform we’ve created to date. Our campaign line, ‘How do you Bentley?’ enables the brand to lead the conversation about what luxury lifestyle looks like, using a shared mindset to communicate with both an existing and growth audience,” said IPG-X global creative director Nick Cooper.
“Director, Anders Hallberg’s experience in understanding the luxury lifestyle world enabled us to dial in to the audience passion points, as much as the cars, to create a compelling and authentic narrative that embodied the brand as a whole.”
“This campaign will be at the forefront of driving the brand beyond purely automotive and towards a luxury lifestyle proposition,” he added.
