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 exploring new digital possibilities for the business.
Our response was to create an iPad application with an editorial style. It allows Bentley to form long-term connections with their followers as the app is regularly updated with editions that deliver a variety of brand related content. 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.
A loyal readership with over 55,000 downloads since 2010 and 31,000 updates for new content in 2012 alone.
Effective lead generation and tools to drive readers towards sales.
Continued return on investment for Bentley as the app replaces more costly print publications.
Bentley Motors needs little in the way of introduction. From 1919, when it was founded by W.O. Bentley, through to its acquisition by Volkswagen AG in 1998, Bentley has long been a leader within the luxury automotive market.
Bentley effectively combines a rich history steeped in sophistication with innovation in the future of luxury automotive design. Their reputation has been cemented through excellence in craft and a faultless attention to detail.
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 create a digital product that fit neatly with their content strategy while also exploring new digital opportunities for the business.
We knew that the iPad platform would allow us the best chance to deliver rich content and meet the brand challenge. Our response was to create an edition based application with an editorial style. In addition to the digital benefits for consumers, an application like this would allow Bentley to rejuvenate their traditional print collateral. At the same time we would also be able to create brand new and digitally focussed content that added real value for users.
We opted to power it with Newsstand (iOS's digital publishing framework), giving us versatility from the outset. With Newsstand we were able to flexibly publish content within tight timeframes all geared around the client's communication strategy.
The choice of execution also enabled us to ‘close the loop'. Based on the detailed in-built metrics within the application we are able to employ a cycle of continuous improvement. Tailoring and refining content and messaging as we learnt how consumers interacted with the application and digested the content.
To ensure that we gave users the best experience possible we started by identifying and defining the core principles behind great interactive, editorial content.
Within the touch environment we needed to make sure that the experience didn't feel gimmicky. We looked to explore interactive flourishes and touches that would utilise all the device had to offer and create an engaging experience that was fit for Bentley.
As with all device or desktop based projects one of our first tasks is wireframing. We almost always start on paper to rapidly define and evolve the product.
Keeping to a clean and elegant visual experience we didn't shy away from the use of white space and a utilized a minimal UI. We wanted to make the content the primary focus with as little distraction or interruption as possible. The interface was designed to support the experience and enable easy access to all aspects of the application from any one location.
Since the first launch in 2010 the app has been downloaded by 55,000 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.
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.