James Deeley

Bentley Motors have been producing extraordinary cars for extraordinary people for one hundred years. The brand has always lived at the forefront of the automotive industry, and creating a loyal and avid customer base. The challenge facing the brand is to create a strategic foundation to ensure that the brand message resonates with new audiences through the continuous evolution of communication channels.

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The strategic objective

The luxury automotive industry is leading the evolution of the sector, looking to create rich and personal experiences. The challenge was to ensure that digital channels connected with the wider communication planning to create a compelling and benchmark for luxury brand customer experiences:

• Communicate a number of critical paths for brand and product campaigns seeking to amaze, entertain and excite a range of high-net-worth individual audiences

• Encouraging a responsive and deeper engagement with the Bentley brand and product range through connected and progressive communication tools collateral and channels

• Lay a foundation for the brand centenary celebrations, and support the brand communication planning

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The outcomes

The programme created a luxury customer experience strategy that looked to provide:

• Translating the codes of modern luxury into the digital context and connected customer experience, and to ensure the brand appeals and has relevancy to an evolving HNWI audience

• Audience segmentation to identify customer and influencer motivations, needs and objectives, driving value exchange activations into the connected customer journey

• Content, editorial, channel and asset distribution strategy to ensure a campaigns and brand activity is planned and consistent, and is designed with the full timeline in mind

• Contact strategy to ensure content be used in multiple customer touchpoints in lead nurturing activities, and can support a one-to-one contact between consumers and Bentley Retailers

• Social and CRM strategy to drive audience engagement, brand influence and conversion through content and features

• Identify experiential and innovation opportunities provided by technology and devices for the brand to utilise