Bentley Look Closer campaign: Creating the world's most extra ordinary car photography
THE CHALLENGE
Bentley's brand perception suffers amongst the rising new HNW audience
THE INSIGHT:
When you make cars for the worlds most extraordinary people, you must do it right. Is a traditional car photograph Extraordinary?
THE IDEA:
Reinvent the car photograph as a proof point to the extraordinary detail Bentley strive for.
BENTLEY: EXPLORE THE EXTRAORDINARY
HOW IT WORKS
Using Nasa technology we created a single 53 Billion pixel image, transporting the viewer from the epic world of panorama pictures to the intricate world of Bentley craftsmanship. Right down to the final stitch on the seat of the car.
THE RESULTS
Most Successful campaign in the brands history
ENGAGEMENTS:
2 MILLION
Visits exceeded target by 171%
CTR from paid activity exceeded target by 47%
REACH:
141 MILLION
Reach exceeded target by 100%
PR VALUE:
7.2 MILLION
Reach exceeded target by 145%
Campaign considered ‘ground breaking’ and able to ‘legitimately blow your mind’
EXPLORE THE INTERIOR IN 360
DUBAI MARINA: CONTINUING THE JOURNEY
As part of our relentless quest to Be Extraordinary, we have created one of the world’s most detailed landscape photographs. This breathtaking image has detail at its heart – which is why the Bentley Flying Spur is pictured, a car that celebrates the appreciation of difference.
The stunning scene was captured at a height of 1,000 feet, using a camera suspended from a crane set on one of Dubai’s tallest buildings.
AWARDS:
BIMA 2017 Shortlisted - Communications and content: Craft
Dadi awards 2017 Shortlisted - Best automotive website, app, campaign
AGENCY:
VML LONDON & KEKO
CREATIVE:
Chris Townsend