Lighting the way for Bentley’s global SUV launch


Lighting the way for Bentley’s global SUV launch

An integrated launch campaign with a series of exclusive events.

The Challenge

Bentley's first SUV would redefine the luxury four-wheel drive market, uncharted territory for the British automotive manufacturer. They needed an agency partner to design and execute a first-of-its-kind integrated launch campaign for consumers, trade thought leaders, and dealers. Set Creative stood with Bentley from beginning to end, executing a first-of-its-kind experiential campaign.

Our Approach

Over the course of four years, Set Creative elevated the debut of the Bentayga from the simple launch of a new product, to the ultimate iteration of craftsmanship and luxury performance that defines the Bentley brand.

The campaign kicked off with a powerful teaser at the Geneva Motor Show, generating global interest in the new SUV, and continuing through to a final launch at the Frankfurt Motorshow four years later. In between, Set Creative collaborated with product, design, marketing, PR, comms, and event teams at Bentley on multiple exclusive events.


Light projections in cities across the globe teased the Bentayga's arrival in the launch week. Set Creative designed a toolkit for delivery to all markets, giving dealers the ability to host exclusive previews for their top customers. 220 of those dealers were invited to experience a sneak peek of the car. A two-day immersive learning experience, with digital elements, educated dealership staff on the Bentayga's specs and exciting new features. In combination with an exclusive gathering in Palm Springs they had the chance to experience the SUV first-hand both on and off road.

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The Results

The sales speak for themselves. The first year's production sold out before the first model hit the road. The campaign generated over 5.6M views on YouTube, 577 individual articles in the automotive Press, and delivered a combined reach of 166M impressions.

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