Bentley Motors, the iconic British luxury car manufacturer, has unveiled its inaugural global brand campaign, crafted in collaboration with IPG-X, a luxury custom agency under the Interpublic Group of companies. The campaign, titled ‘How do you Bentley?’, aims to solidify Bentley’s status as a contemporary luxury lifestyle brand.
This 360-degree integrated campaign introduces the ‘Gen B’ platform, designed to position Bentley beyond the confines of a luxury automotive brand. It seeks to connect with audiences that span various interests, reflecting the brand’s evolving identity. By focusing on the central message, ‘How do you Bentley?’, IPG-X has curated a series of distinct Bentley ‘worlds’. These worlds embody the brand’s unique balance of luxury and performance, wellbeing and power, as well as modernity and tradition, presenting them in authentic, unexpected, and ultra-luxurious ways. This initiative aims to unite generations of Bentley enthusiasts worldwide and broaden the brand’s appeal.
The Bentley Worlds explore the passions of Bentley’s target demographics, highlighting the brand’s existing involvement in areas such as travel, through ‘Bentley Extraordinary Journeys’; music, via the ‘Bentley Record Room’; and design, showcased in ‘Bentley Home’. Each of these worlds reinforces Bentley’s presence in these spaces, creating a rich and immersive brand experience.
The campaign will be disseminated across various platforms, including paid media, Out Of Home (OOH), Connected TV, and Bentley’s own organic social media channels. This multi-channel approach ensures comprehensive access, immersion, and interaction within Bentley’s meticulously crafted worlds.
Steven de Ploey, Global Marketing Director of Bentley Motors Ltd, remarked, “The brand campaign will strengthen Bentley to become the leader in contemporary luxury lifestyle, reaching beyond automotive. It will improve our brand distinctiveness whilst using passion points, territories and brand investment to further modernise the brand to appeal to new and existing target audiences.”
Nick Cooper, Global Executive Creative Director at IPG-X, added, “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. Director, Anders Hallberg’s experience in understanding the luxury lifestyle world enabled us to dial into 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.”
The launch of this campaign marks a pivotal moment for Bentley, as it seeks to redefine its brand narrative and expand its influence in the luxury lifestyle sector. Through strategic communication and creative storytelling, Bentley and IPG-X aim to captivate both loyal customers and new audiences, setting a new benchmark in the luxury market.
