Bentley came to us looking to leverage opportunities beyond the desktop to engage with their broad fan and consumer base. They recognised that the ever-changing digital landscape presented new engagement opportunities for the brand. With this in mind, they asked us to look at potential digital products; options that could fit neatly into their content strategy while also provide new digital possibilities for the business.
Our response was to create an iPad application with an editorial style, that also allows for data capture and follow-up via integration with Bentley's CRM system. It allows Bentley to form long-term connections with their followers through a traditional edition-based approach to content releases.
In addition to giving a new life to content previously only found in their print collateral, we also create new and targeted content that adds real value for users. Utilising both native iOS and HTML5 technologies the application is a scalable platform for all Bentley’s ongoing comms. Subtle interactive features complement the stories, imagery and video content that go into making each iteration as engaging as possible. We think it does a great job of driving Bentley’s distinguished reputation into the 21st century.
- Digital strategy
- Creative direction
- Interaction design (UX / UI)
- Hybrid application development (iOS / HTML5)
- Rich media advertising
- Over 74,000 downloads since launch
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Mobile App of the day
Since first launch the app has been downloaded by 74,000 users. In 2012 there were 31,000 updates alone for new editions.
While primarily an editorial experience, we also built in valuable next steps to allow users to always be able to find their nearest dealer or get in touch with Bentley to compliment Sales activities.
MODERN BRAND COMMUNICATION
By utilising technology Bentley now has an ongoing connection with their consumers. They have a platform to share core values while at the same time firmly positioning themselves as a forward thinking brand.
Using newsstand allows for quick updates and new editions to be published on a regular basis without a time-consuming process. Basing editions on brochures and magazines that Bentley print mean we breathe new life into all the assets, making them work harder for the brand.