BIMA Awards

Bentley Inspirator

by VML London for Bentley Motors

Project information

Bentley has always been seen as a luxury brand with a great heritage, but the brand has also been perceived as too classical. Bentley wanted to change this perception, rejuvenating the brand and attracting a younger, mobile-first, tech savvy audience.

Every Bentley comes with billions of possible combinations. But with so much choice, it can be difficult to know where to start. VML London created a new starting point for the car configuration experience.

Utilising innovative emotion recognition technology delivered through a mobile application, the Inspirator suggests a personalised model based on your reactions to an interactive film. The app uses 12 billion data points tracked by 77 facial micro-movements to create a film with a bespoke narrative that unfolds as you watch it. Once finished, you’re presented with a Bentley configuration that’s not only built from your emotional inspiration, but it also forms the starting point for your customisation journey.

The Inspirator app was downloaded 10,000 times in the first 90 days and has been recognised as “the future of the car configurator” by top tech, luxury, automotive and mainstream press.