The Web Marketing Association is proud to present this 2011 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.


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Best Automobile Rich Media Online Ad, Best Mobile Rich Media Online Ad

Bentley Motors produce luxury cars and have not previously employed online advertising for their Bentley Pre-Owned programme.
The goal of the creative was to engage with consumers from the United Kingdom, Germany, France, Spain, Italy, Switzerland and Austria. Bentley wished to promote awareness of the Pre-Owned brand and introduce the benefits of purchasing an approved pre owned Bentley.
The interactive ‘search in a banner’ advert was created to show case the vehicles and engage the audience. Vehicles are streamed directly into the banner in order to increase the Brand awareness without necessarily forcing the consumer to visit the Bentley Motors website (
Every vehicle displayed in the banner deep linked into the actual vehicle on the Bentley Motors in order to provide a streamlined user experience for all visitors.
Bentley Pre-Owned is a global brand and the single rich media banner was required to automatically sense the language being used by the consumer and deliver its message in that language. In addition, as ‘intra-country’ shopping is feasible in continental Europe it was necessary to ensure consumers could search the Bentley Pre-Owned vehicles in their own country and neighbouring countries via a simple country selector.
The campaign has enjoyed more than twice the normal user engagement levels associated with Pre-Owned display advertising.


Technical Director: Paul Lynch
Creative Director: Bernard McGranaghan


Location: Ireland