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Bentley Motors Case Study
| Date post: | 01-Jul-2015 |
| Category: |
Automotive |
| Upload: | financial-times |
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Bentley Motors Case Study
Bentley Motors Campaign DetailsMarket: London, UK
Objective: To create excitement and buzz for Bentley Motors’ new Continental GT 4-seat coupe during the 2011 London Motorexpo where the latest vehicles from many of the world's leading automotive manufacturers were displayed throughout the Canary Wharf estate.
Opportunity: Financial Times newspapers were wrapped with Bentley’s message, and handed out to business professionals and Expo attendees in London’s busiest financial district, Canary Wharf. FT brand ambassadors engaged passersby at the event and in Five Star hotel lobbies, where Motorexpo attendees stayed, before and after the event, handing out free papers while promoting Bentley’s new model. iPads were also utilized for data capture and selling FT subscriptions.
Results: The 2011 London Motorexpo was the biggest event in their entire history and the highest visited motor show event in the UK, welcoming over 410,000 visitors. The Financial Times had direct, personal access to an elite and targeted audience. The girls encountered a record take-rate across the event as the FT and Bentley were a perfect fit. Passers-by were intrigued and made continued comments on the overall design and “coolness” factor of the vehicle.
Bentley Motors Campaign Photos
