Bentley's Innovative IoT-Driven Marketing Campaign for Bentayga EWB
Technology Category
- Robots - Autonomous Guided Vehicles (AGV)
- Sensors - Autonomous Driving Sensors
Applicable Industries
- Automotive
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Smart Parking
- Vehicle-to-Infrastructure
About The Customer
The customer in this case study is Bentley, a renowned luxury automobile manufacturer. Known for its high-end, luxurious vehicles, Bentley is always at the forefront of innovation, seeking to provide its customers with unique and memorable experiences. For the launch of its all-new Bentayga EWB, Bentley wanted to create an experiential marketing campaign that would not only showcase the physical attributes of the car but also highlight the psychological benefits of its wellness-focused design. The company partnered with Iris Worldwide, a global creative innovation network, to bring this vision to life.
The Challenge
Bentley, in partnership with Iris Worldwide, was looking to launch a unique experiential marketing campaign for the all-new Bentayga EWB, a luxury SUV with an extended wheelbase. The challenge was to highlight the extra space and wellness-focused design of the back seat, akin to a first-class air travel seat. The company wanted to provide prospective buyers with a firsthand experience of the vehicle's comfort and luxury before its official launch. The aim was not only to showcase the physical attributes of the car but also to demonstrate the psychological benefits of sitting in a Bentayga EWB.
The Solution
The solution was an innovative dealer tour activation that involved a vehicle traveling to dealerships across the United States. Prospective buyers were given the opportunity to experience the car in person before anyone else. The unique aspect of this experience was the use of a headset that measured the user's heart and brain activity as they underwent a short meditation session in the vehicle. A screen in the back of the vehicle responded to brain activity in real time, providing a dynamic and interactive experience. At the end of the session, users received a personal representation of their brain's activity in the form of an NFT-like artwork. This artwork, consisting of colors and shapes, represented the journey that the guest's mind took while experiencing the car's comfort, extra space, and wellness. This artwork could be downloaded and shared on social media, adding a digital and shareable aspect to the physical experience.
Operational Impact
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