AUTOMOTIVE DIGITAL ART

Pure art. Real drive.

Bentley Motors is not represented in the digital space of Ukraine. Information can be obtained either on various portals, where it is scattered, not structured, and does not convey all the advantages and features of a car. Or on the manufacturer official site, which is the same for all countries, has not locally adapted content, and is inferior to modern trends in the context of design and navigation.

That's why in 2017 Bentley Motors aims to present the brand on the Internet and create its own digital channel.

Bentley is an extraordinary car that allows you to get a real pleasure from driving. But over the century there has been a stereotype that the buyer of a Bentley is a high-status man in his mid-50s, who “deserves” such a car. By expanding its positioning, Bentley is asserting a global strategy in the world - to shift the focus of communication toward a younger audience and to break the “age” stereotype Bentley Motors Ukraine is facing the same challenge.

Our task was to present Bentley on the Internet. And to reach an audience of 35+ there. Recently, due to the development of Internet business and high technology, a new class of millionaires has emerged - young people who strive for uniqueness, value their time and live in step with technology. It was them that we decided to focus on. And to offer them to adapt the global site to our market was a complete failure, so we proposed to develop the project from scratch, paying special attention to the design, organization of space and ease and speed of use.

Our CREATIVE BIG IDEA

At the same time, we clearly realized that no one would buy a Bentley over the Internet. And we didn't set out to make sales-oriented in the classic sense.

We didn't create the website to sell a Bentley. We created the website to make it easy for you to choose.

In the site, we combined emotion, desire to become a part of the Bentley world with a rational and measured choice. We constructed different user paths through the site, invariably leading to conversions - three clicks to select a car. We thought out a simple structure that easily provides comprehensive information about both technical specifications and design features of the cars. Particular attention was paid to the website design - it should be traditional-status and “luxury” on the one hand, and simple, technological and stylish on the other.

Development Art

— Clear background, bright navigation, motion design elements and seamlessly added video

— presentation of information in small blocks, without texts overwhelming the perception

— high-quality photos and textual emphasis on key information

— user-friendly car catalog, accessible and simple technical information

— personalized selection of accessories

— quick sign up for a test drive to get a real experience

By choosing the right positioning strategy, the objectives of the site, its structure, functions and design, we created a tool for the first contact between a potential buyer and his/her future car and getting all the information from the world of Bentley. We represented Bentley Motors with the entire model range and services on the Ukrainian Internet, and created a proper managed communication channel.

We didn't create the website to sell a Bentley. We created the website to make it easy for you to choose!