Brief: Reveal the new Bentley Continental GT3 racing car to the world’s automotive press at the Paris Motor Show. Use the stand design and a 10 minute press conference to make a connection between the GT3 and the road-going GT Speed on which it’s based.
Our audience insight: “I’ve been to ten press conferences already this morning and there are another twenty to go today. To grab my attention, whatever you do has got to be dynamic, unusual and easy to understand.”
Activation: We designed a racetrack inspired plinth for the GT3 running through the centre of the stand. The ‘track’ ran up the rear wall of the stand to the bottom of an LED screen, and the video content – produced in collaboration with our friends at Magenta – was then created to continue the race track off into the distance.
We also made three films for the stand – a piece which celebrated Bentley’s racing heritage, a dynamic countdown sequence to focus attention at the start of the press conference and a reveal film that showed the GT Speed morphing into the GT3 on the virtual race track before the cloth was automatically pulled off the real car.
Results: The event generated huge awareness online, with over a thousand mentions of ‘Continental GT3′ on Twitter during the rest of the Paris Motor Show and many hundreds more in the days that followed it.