A Statement Of Desire
The team at Bentley came to me with a desire to make a bold statement and introduce the world to the new Flying Spur Speed and the striking Batur, a limited-edition, £1.65 million hyper-luxury supercar.
The goal was to use paid social and a multi-faceted CRM campaign to generate awareness and drive sales – and use the global retailer network as a platform to share films, social posts and messaging.
I concepted and developed a full campaign and strategy to meet the goals through a range of impactful creative.
The key deliverables were:
Paid Social – 13 films and images for FB/IG In-feed video with Instant Experience, FB/IG carousel, TikTok, LinkedIn, Twitter, FB/IG Stories and Reels and YouTube Video Trueview. Each one mixed stunning motion graphics with a dynamic soundtrack and kinetic type to amplify each car’s unique characteristics.
Social Posts – retailer-focused messaging across Instagram, Stories, WhatsApp, LinkedIn and Facebook.
Copywriting for Bentley Newsfeed app and the full email CRM journey, including captions, subject lines, pre-header, body copy and CTAs.
HTML animated banners – 14 versions with cropped images, text, links, HTML and CSS3 code.
ATL print ads – 4 versions + copy lines and cropped imagery.
Direct Mail – bespoke A5 artwork supplied as print-ready PDFs.
Showroom graphics.
Tone of Voice document.
I managed every facet of the creative process, including asset planning, creative strategy, brand positioning, supplier briefing, design direction, client presentations and budgeting.
CRM Email Copywriting
Full email marketing campaign to focus attention on key features, including design, performance, specification, online configurator and the digital brochure.
The copy was written with a bold, energetic, incisive and confident tone of voice, designed to inform and encourage the audience to take a direct action.
The copy was then designed into an emailable format with subject line, pre-headers, headers, body copy, engaging headlines, personalised sections, powerful imagery and interactive buttons adding a CTA element.
Paid Social
For the launch of the limited-edition Bentley Batur, one of the tasks was to produce a set of social assets, each one designed to draw attention to the unique design and standout features.
I wrote the copy lines and hashtags and matched them to imagery and moving footage.
Here is a selection from Facebook, Instagram, LinkedIn and Twitter.
Website Banners
To further boost awareness of the new Flying Spur Speed, I created 14 animated HTML website banners.
The ideas were storyboarded and presented to the client and then two routes were chosen: “Exhilarating Performance” and “Power. Pace. Poise”.
The words were then matched to artwork imagery to ensure each one worked seamlessly in the seven different formats – everything from conventional 320x480 to extreme letterbox 728x90.
TikTok
To engage a younger audience using the TikTok platform, more dramatic and colourful cuts were made.
I worked with a motion graphics editor to elevate the B-roll studio footage, and cut in shots from other design films.
Print Ads
Four versions were produced and sent to Bentley retailers for use in their marketing/PR campaigns.
The overall campaign line for Flying Spur Speed was “One of Life’s Great Joys”.
To bring this to life, I crafted four copy lines to focus people’s attention on the exhilarating experience of owning and driving this extraordinary Bentley.
