The new Bentley Bentayga makes its debut in Asia-Pacific with a first-ever interactive virtual experience via Keko Singapore
Bentley Motors in Asia-Pacific has launched an innovative campaign to celebrate the arrival of the new Bentayga in the region. The campaign was filmed in Singapore and in Crewe, England, demonstrating a synergistic effort between the regional arm, retailers across Asia-Pacific and headquarters of Bentley Motors.
With the campaign tagline of “Many Paths, Find Your Extraordinary Journey”, the interactive virtual experience enables viewers to take a virtual ride and experience what it took to create the definitive luxury SUV, where they can discover a total of 16 different ways to explore the new Bentayga virtually and craft their own unique experience.
The campaign highlights the broad range of merits of the new Bentayga, which combines the abilities of a performance grand tourer, a luxury limousine, a spacious family car and an off-roader to create the ultimate in power, luxury and usability.
The team, comprising of the lead Marketing & PR agency for Bentley Motors in Asia Pacific; Keko Singapore, event agency Visionnaire, production company Reel Loco, and web development studio Factory 1611, created the interactive virtual experience with the mission to elevate the digital experience for the discerning clientele of Bentley. To further drive the success of the virtual launch, Keko Singapore developed a full 360-degree integrated campaign across all communications channels with Bentley’s target audience.
“As these unprecedented times have given rise to changing media consumption habits, we are inspiring our customers and Bentley enthusiasts to embark on a virtual adventure. Each individual may be drawn to different aspects of the new Bentayga; through the interactive virtual experience, we are imparting freedom to our audience to choose the way they explore the new Bentayga,” said Calista Tambajong, Head of Marketing – Asia Pacific, Bentley Motors.
The interactive virtual experience enables viewers to take a virtual ride and experience what it took to create the definitive luxury SUV in the comfort of their homes, enhancing the level of interaction with the brand at a deeper level for Bentley owners and enthusiasts. With a multitude of different ways to explore the new Bentayga, every experience is uniquely crafted based on the viewer’s individual choices.
To complete the interactive virtual experience, customers can share about their unique adventure through their social media channels and customize their own new Bentayga in a linked-to configurator. Extending the journey into the physical world, customers who wish to experience the new Bentayga for themselves can access linked forms to request a test drive or enquire more about making a purchase.
The new Bentayga Asia Pacific virtual experience is now accessible online until January 2021.