Iris > Case Studies > Bentley's Innovative Approach to Reach Younger, Diverse Audience

Bentley's Innovative Approach to Reach Younger, Diverse Audience

Technology Category

Robots - Autonomous Guided Vehicles (AGV)

Applicable Industries

Automotive

Use Cases

Remote Surgery
Vehicle Performance Monitoring

About The Customer

Bentley is a prestigious luxury car manufacturer known for its high-quality vehicles and a customer base that traditionally leans towards an older male demographic. The brand is renowned for its high levels of personalisation, allowing customers to co-create a Bentley that is uniquely theirs. Bentley was looking to expand its reach to a younger and more diverse audience of high-net worth individuals in the US, and demonstrate its customization capabilities in an authentic and innovative way.

The Challenge

Bentley, a renowned luxury car manufacturer, was facing a challenge in connecting with a younger and more diverse audience of high-net worth individuals in the US. The brand's customer base traditionally skewed towards an older male demographic. Bentley was also looking for ways to demonstrate the high levels of personalisation it offers, allowing customers to co-create a Bentley that is uniquely theirs. The challenge was to find an authentic way to reach this new audience and showcase Bentley's customization capabilities.

The Solution

To address this challenge, Bentley collaborated with Dominic Ciambrone, also known as The Surgeon, who is the world's leading creative sneaker customiser. They created a line of limited-edition sneakers made from Bentley materials and finishes. This included a unique pair that served as the keys to a one-of-a-kind Bentley Flying Spur Hybrid x The Surgeon, which was revealed at Art Basel. This vehicle showcased the wealth of customization that Bentley's Mulliner team can offer, creating a Bentley like no other. This innovative approach allowed Bentley to connect with a younger, diverse audience while demonstrating its customization capabilities.

Operational Impact

The collaboration with The Surgeon was a successful strategy for Bentley. It not only allowed the brand to authentically connect with a younger and more diverse audience but also showcased Bentley's high levels of personalisation. The unique approach of creating a line of limited-edition sneakers from Bentley materials and finishes, including a unique pair that served as the keys to a one-of-a-kind Bentley, was a powerful demonstration of the brand's customization capabilities. This innovative approach helped Bentley to stand out in the competitive luxury car market and reinforced its position as a brand that offers unique, high-quality, and personalised vehicles.

Quantitative Benefit

The featured car was purchased pre-launch for $463k
The campaign reached 4.7 million prime audience
The customisation narrative led to the highest margin ever per vehicle for Bentley