12.7m
organic reach
4.7m
audience reach
$463k
purchase price achieved pre-launch for featured car
The Challenge
Luxury is in flux. And the new wave of high-net-worth individuals don’t live by the old rules. They want meaning, story, and something they can shape. Together with Iris Strategy, Bentley identified that, to be considered by the next generation, they needed to show up where culture was being shaped.
The Approach
Bentley teamed up with Dominic Ciambrone – aka The Surgeon – the go-to creator for bespoke sneaker culture. Together, they built more than a car.
They demonstrated to the next generation of high-net-worth drivers that with the new Bentley Flying Spur Hybrid, they could make their car uniquely theirs. They built a story of craftsmanship, one stitch at a time. Using Bentley materials, The Surgeon designed sets of ultra-limited sneaker. One pair became the literal key to a one-of-one Bentley Flying Spur Hybrid. Dropping at Art Basel – fashion, art, and automotive collided. This was a collaboration in the purest sense—co-creation, with participation driving every moment.
The Flying Spur Hybrid sold for $463K—setting new margins for Bentley. An audience 4.7M audience were reached and another 12.7m reached organically on social.