Title	BENTLEY PUT WOMEN IN THE DRIVING SEAT
Brand	BENTLEY MOTORS
Product/Service	AUTOMOTIVE
Category	B02. CARS & AUTOMOTIVE SERVICES
Media Agency	PHD London, UNITED KINGDOM
Entrant Company	PHD London, UNITED KINGDOM
Media Agency 2	PHD London, UNITED KINGDOM

Name	Company	Position
Martina Linderova	PHD International	Strategic Planning Director
Remi Baker	PHD International	Account Manager
Carine Poot	PHD International	Digital Associate Director
Andrew Roberts	Bentley Motors Limited	Head Of Brand Communication
Ben Whattam	Keko	Managing Partner
Michelle Davis	Bentley Motors Limited	Social Media Manager
Helen Brocklebank	Harper's Bazaar	Group Director/Luxury Solutions
Niki Gifford	Halcyon Gallery	Marketing Director

Results and Effectiveness

Partnering with Harper’s Bazaar allowed us to communicate to affluent women for the first time ever through paid media. We spoke to women about Bentley in a new and exciting way, achieving over 700,000 touch points with our female audience. Importantly, these women engaged with our content: those who visited the hub online spent an average of 2 minutes viewing the content and an extraordinary 2.12% clicked through to find out more!

Creative Execution

Leveraging the brand’s partnership with Halcyon Gallery and contemporary artist Dale Chihuly, we created beautifully written and photographed content which seamlessly integrated into the supplement. A bespoke online hub brought the content to life, housing a unique short film in which Dale Chihuly and Bentley’s Head of Design, Sang Yup Lee, explored and appreciated the beauty behind their different creations. To launch our connection with contemporary art, we invited 200 VIP guests to an exclusive event at the gallery. Guests and brands took to social media with their posts on the night via #Bentleyart and photos were displayed by Harper’s Bazaar in print and online. We spoke directly to 20,000 of these women through a bespoke email to the Harper’s Bazaar database and extended our reach beyond the UK with 60,000 bespoke reprints displayed at dealerships worldwide, reaching both customers and prospects.

Insights, Strategy and the Idea

When the world-famous ‘Bentley Boys’ raced to victory 100 years ago, women watched from the side-lines. A century on however, female enthusiasts are spectators no longer. More than 20% of luxury car drivers globally are women and many are key influencers when investing in a luxury car. It was time for Bentley to reach out to this unexplored audience! But how? While the rest of the market obsessed over features and performance, we decided to take a different approach, encouraging women to discover Bentley in a new light by shifting the focus from engine to art. It was no longer about the engineering prowess, but the style and beauty behind the car. By partnering with Harper’s Bazaar to launch their first ever UK art supplement, we were able to draw women’s attention to the design, the materials and the unparalleled craftsmanship that make Bentley so unique.