CAMPAIGN OBJECTIVES:
- Connect with a younger audience
- Align Bentley with Asian luxury fashion consumer
- Build long-term relationships
- Strengthen and unify digital presence across East and Southeast Asia
The Mulsanne Driver
- Premium Model
- Fully customisable
The Bentley Driver
- Standard Model
- Set colourway/fabric
Offline
Direct Marketing
Mobile app GPS
- Alerts users to nearby
Ferragamo store and
pop-ups
Public Relations
Asia Le Mans event tie in
- Bentley GT3 racing
- Han Han ambassador promo
- Driving shoe pop-up VIP area
Advertising
POS In-store
Personal Selling
Ferragamo Asia
store network
Pop-up driving shoe
customising salons
Sales Promotion
Personal event invites
for luxury influencers
Online
Word of Mouth
Work with key online luxury
influencers
- Blogger outreach
AIM: Increase native inbound
links and online conversation
PR
Primary Social networks
- sharing prodcut information and
events coverage of Asia Le Mans
and Ferragamo pop-ups
Ambassador: Han Han
- Weibo account take-over
Advertising & Direct Marketing
Bentley for Ferragamo Collection
and Asia Le Mans banner ads
- targeting key fashion and sports
online publishers across E/SE Asia
Personal Selling: M:Commerce focus
The Mulsanne Driver customisation app
- available on both brands mobile websites
- In-store at Ferragamo flagships
- Built into Bentley Motors app
- Social Sharing capability
Bentley WeChat VIP
- elevate 'fans' to VIPs
- access with purchase
Sales Promotion
Competition:
- Win custom Mulsanne Drivers
and GT3 drive with Han Han
- Promo via email and social media
