As Bentley's digital agency of record for the last four years Lisa has been leading the account, creatively responsible for the site, car launches, ECRM and the collections shop but one of the highlights has been reinventing the commissioning journey with interactive storytelling and cutting-edge technology. The Bentley Inspirator app is an immersive brand experience to complement a more functional configuration experience. By utilised innovative technology and rich storytelling that intrigues fans and prospects alike about the rich and deep world of a commissioned Bentley.
The car configurator is a must-have prospecting tool for car manufacturers. It is often the first port of call for a prospective customer to fully experience and explore the products that the manufacturer can offer.
A key insight in the evolution of Bentley’s car configurator was that we don't really need Yachts or Bentleys. We buy luxury because of how it makes us feel. Whatever the solution, it needs to saturate them in that brand world. That is more about how the paint was mixed than the colour of it. The challenge was to create a car configurator that builds an emotional attachment to the brand and product, ultimately connecting potential buyers to local Bentley dealerships.
We created the next generation car configurator: The Bentley Inspirator app is an immersive brand experience to complement a more functional configuration experience. We utilised innovative technology and rich storytelling that intrigues fans and prospects alike about the rich and deep world of a commissioned Bentley.
At the heart of this native iOS app experience is an interactive film. One that immerses you, and unfolds based on your reactions to a non-linear visual journey. Emotion Recognition software uses the font camera of your iOS device to map your face and takes readings of 200 minute facial movements. This reads your reactions to the film and reveals not only a unique film narrative, but also becomes the inspiration behind an intelligently curated Bentley. This unique configuration recommendation gives you a starting point for you to then truly personalise and make your Bentley your own.
What better way to launch this industry changing car configurator than to coincide with the launch of the world’s first luxury SUV. The Bentley Inspirator app was unveiled alongside the Bentley Bentayga at The Frankfurt Motorshow on 9th September 2015.
