Objective
Create a targeted marketing campaign to introduce the all-new 2017 Bentley Bentayga to its most likely prospects. The campaign needed to provide an upscale “concierge” feel that aligned with the expectations of the ultra-luxury client.
Challenges
The Bentayga marks Bentley’s first SUV addition to its vehicle lineup. With the price point of the Bentayga approaching $300,000, the target audience becomes very narrow. Another challenge was the limited initial production of the vehicle, making it hit or miss to have the product available for showing at any time.
Solution
To ensure the vehicle’s availability for display, we determined that a private RSVP-only event would create an experience consistent with the client’s expectations. The core of the marketing involved contacting the existing Bentley base through both personalized mailed and emailed invitations. Attendees could RSVP either by phone to a dedicated event coordinator or online at a specific web page. We designed the direct mail to evoke a “gala” or “private event” feel. To support these efforts, we launched an AdWords display campaign targeting websites catering to high net worth individuals, inviting them to RSVP through the website.
Result
The event drew a significant attendance and ultimately generated support for several pre-orders of the Bentayga.
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