2012 Gold Automotive

Client Bentley Motors

How did the campaign make a difference? This customer contact campaign used contemporary art to entice potential buyers to enquire, test drive and ultimately purchase the new Bentley Continental GT Convertible. New owners received a money can’t buy thank you gift that cost the client only £15. A response rate of 8.6% gave 93 confirmed orders and generated income of £13,900,000: an ROI of 278:1.

What details of the strategy make this a winning entry? This artistic solution appealed to both modern and traditional Bentley prospects. For the launch of the new GT Convertible (GTC) the agency provided UK dealers and regional marketing teams with the tools to implement a three-stage (prospect, intent, order) customer contact strategy. This was in line with the ‘Look behind the Surface’ campaign theme. Bentley also wanted to appeal to a more contemporary audience without alienating traditional Bentley drivers. This new audience either doesn’t think of Bentley at all, or sees it as an old-fashioned luxury brand that doesn't lead on sportiness, luxury or design. So this journey needed to be made gradually.

How did creativity bring the strategy to life? Five leading British artists worked in a variety of techniques and media to produce a collection of provocative and inspirational works of art that captured the spirit of the car. The result was a unique and highly desirable series of artworks, and a campaign that challenged conventional launch materials. It aligned bespoke art and bespoke cars, drawing engaging parallels. High-quality mailers were produced for each phase of the contact strategy. Prospects got a sketchbook teasing the car’s features and the artist’s initial sketches. Intent phase involved a boxed set of cards that revealed full details of the GTC and the artist’s final pieces. Finally, on ordering a car, buyers chose one of the prints as a mark of Bentley’s appreciation. Each print cost around £15 to reproduce. To support the launch there were themed email templates, striking showroom point of sale (POS) materials and an invite mailing.

Results The use of contemporary art perfectly captured the spirit of the new GTC and generated huge interest among a wealthy and successful audience who are notoriously difficult to impress. Interest was maintained by revealing the car in stages and gradually driving prospects along the purchase funnel. The campaign also made an important contribution to the gradual contemporisation of the Bentley brand.

Team Chris Martin - Creative Director, Tim Lines - Copywriter, Tim Jones - Art Director, Louise Roberts - Account Director, Caroline Deput - Planning Director, Richie Florey - Head of Delivery, Kate Armishaw - Senior Account Manager, Andrew Musumeci - Designer, Harry Cooklin - Marketing Communications Manager, Chris Woods - Prospecting Manager