Campaign details

Brand: Bentley Motors
Lead agency: Unit9

Campaign Overview

Bentley has become known for luxurious, powerful cars.

It wanted to engage the customers of tomorrow, typically not car fanatics, and dial up innovative, collaborative and sustainable conversation while remaining true to the brand's DNA.

Strategy

The customers of Bentley's future are not car fans today.

They care about mobility, green issues and connectedness, and covet experiences over possessions.

Unit9 placed user experience and collaboration at the heart of a concept car and brand vision, inviting established and emerging British contributors to join the project, eliciting discovery around innovation, sustainability and collaboration.

Non-automotive thought leaders were invited to experience The Future of Extraordinary Journeys, share their worlds and reach the customers of tomorrow through a series of experiential events at Bentley's home in Cheshire.