Bentley
Science meets art
June - September 2014
WIRED’s campaign was designed to create a buzz around the launch of the Bentley Continental GT V8-S
Back to landing pageFor the launch of the Continental GT V8-S, Bentley partnered with WIRED to create a high impact campaign built around WIRED media and an exclusive launch party.
Ahead of the launch, WIRED created incredible photographs of the luxury motor using a car turntable. These were brought to life in an HTML5 execution online and on WIRED’s digital editions. The visuals from the shoot were also used in print and social media.
WIRED also contributed to the launch party of the cat. Night Call an exclusive event held at historic Farnborough Airport. The party, which was shrouded in mystery ahead of opening, took place in an abandoned wind tunnel used by Bentley to test the aerodynamics of its last V8–powered car in 1957.
Bentley wanted WIRED to publicise the launch of its new V8-S variant of the Bentley Continental. The secondary objective was to position Bentley as a credible luxury choice for the emerging generation of successful startup and technology entrepreneurs. The aim was to move Bentley’s brand association away from the golf club crowd and into a younger, cooler and more modern democraphic.
The KPI’s of the campaign included high dwell time on the WIRED hub and direct sales leads for the car.
Print activity included a three-page photograph-driven promotion in WIRED’s August issue. A post-event DPS execution documented the launch party in WIRED’s October issue. Digital enhancements were created of both insertions and a bespoke cover wrap were created for WIRED, which was distributed at the party and at Bentley dealerships.
An online custom solution hub was built, with interactive HTML5 widget allowing user to turn the car on a digital turntable and change its colour.
WIRED designed graphics for the GT V8-S display at Mayfair’s Bentley showroom.
WIRED tailored the media solution to suit this particular campaign. The client wanted a presence across all WIRED platforms, with the cover wrap and art installations produced specifically for the launch event. Post-event promotion and a second page of hub were to cover and publicise the launch event to the WIRED audience and beyond. The store vinyl wrap was an opportunity to further amplify the activity with OOH in a premium Mayfair location.
DESKTOP SOLUTION / DIGITAL PROMOTION
PORTABLE SOLUTION / DIGITAL PROMOTION
MAGAZINE INLAY / PRINT PROMOTION
Campaign reach
(in UK & Ireland territories)
Average site dwell time
More than double site
average for editorial pages
Direct leads from project
(with cars starting at £160,000)
The client was delighted with all elements of activity – as demonstrated by their decision to further extend the activity with the store wrap – and the launch was considered a huge success.