Bentley Motors repositions its luxury lifestyle status with global campaign

Bentley Motors has launched a global brand campaign that aims to inspire new audiences to be a part of its luxury lifestyle proposition.

Also known as “How do you Bentley?”, the campaign is done in collaboration with custom agency IPG-X, part of Interpublic Group. It comes with a film directed by storyteller Anders Hallberg which imagines a series of lenses into the Bentley World. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Bentley said this campaign showcases new lifestyle aspects of the Bentley World well beyond automotive, including the new Bentley Record Room and Bentley Home. 

"Bentley is on a mission to be the leader in luxury sustainable mobility through the Beyond100 strategy, this campaign will be at the forefront of driving the brand beyond purely automotive and towards a luxury lifestyle proposition."

According to the release, “Gen B” is Bentley’s target audience comprised of new and existing customers, fans of the brand, and colleagues - all united by their common mindset to challenge the status quo, push the boundaries of luxury and explore the world of tomorrow. The campaign aims to invite them to discover and connect with the world of Bentley.

In the film, each lens touches on the passion of the target audiences and nods to the brand’s existing presence within these spaces whether it travels with Bentley, music through the Bentley Record Room or design in Bentley Home. The different transitions explore the harmony of polarities of the brand whilst balancing luxury and performance, wellbeing and power, modern and traditional through authenticity, in unexpected and elevated ways.

The campaign will run across paid media, out-of-home (OOH), connected TV (CTV) and Bentley’s organic social channels to enable access, immersion and interaction.

Steven de Ploey, global marketing director, Bentley, said: “This brand campaign will be instrumental in positioning Bentley as the undisputed leader in luxury and performance, highlighting all aspects of the Bentley business, well beyond automotive. The campaign will also create an even more distinct and desirable profile for the brand, appealing to both new, as well as existing target audiences, by tapping into their key passion points.”

Nick Cooper, global executive creative director at IPG-X, said: “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.

“Director, Anders Hallberg’s experience in understanding the luxury lifestyle world enabled us to dial into the audience's passion points, as much as the cars, to create a compelling and authentic narrative that embodied the brand. This campaign will be at the forefront of driving the brand beyond purely automotive and towards a luxury lifestyle proposition,” Cooper added.

Founded in 1919, Bentley has been working with skilled craftspeople, engineers, and designers, with the aim to expand the craft, innovation, and quality design principles synonymous with the brand beyond the traditional automotive boundaries. 

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