Bentley Balances Luxury and Performance in 'How Do You' Campaign

IPG-X, a luxury custom agency part of the Interpublic Group of companies, has developed its first global brand campaign for Bentley Motors Ltd, Britain’s leading luxury automotive brand; ‘How do you Bentley?’.

The 360 integrated campaign brings to life the ‘Gen B’ platform which re-positions Bentley as more than a luxury automotive brand, helping to connect with audiences that exist beyond cars as part of its evolving identity.

Through the campaign message, ‘How do you Bentley?’, IPG-X has curated and crafted a set of distinctly Bentley 'worlds' that express the harmony of polarities of the brand that balance luxury and performance, wellbeing and power, modern and traditional through authentic, unexpected and ultra luxurious ways. These bring together generations of Bentley customers around the world, modernising the brand to extend its audience appeal.

Each Bentley World also touches on the passions of Bentley’s target audiences, nodding to the brand’s existing presence within these spaces from travel through the ‘Bentley Extraordinary Journeys’, music through the ‘Bentley Record Room’ and design in ‘Bentley Home’.

The campaign will run across paid media, Out Of Home, Connected TV and Bentley’s organic social channels to enable access, immersion and interaction within Bentley’s world.

Steven de Ploey, global marketing director of Bentley Motors Ltd, says, “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, says, “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 in to 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.”