As we wrote on Tuesday, this year PRISM has been shortlisted for two Masters of Marketing Awards. See details of the first here. Today we tell you about the second finalist, our work on the launch of Aston Martin’s DB11.
The DB11 was Aston Martin’s most significant launch since 2003, with CEO Andy Palmer describing the new car as having “all the ingredients to make it the best Aston Martin ever”. Against the background of a major 2015 restructure to turn the company into a sustainable luxury business, the successful launch of this car at the Geneva International Motor Show in 2016 was a key milestone in Aston Martin’s quest to become a great British company.
For the launch, the PRISM-led ‘Team AML’ worked alongside other WPP agencies, J. Walter Thompson, Mirum and Burrows, to help Aston Martin secure significant orders for DB11 ahead of a launch date on March 1, through cross-platform activity.
The second objective was to ensure all product communication deliverables were available for dealers and customers as the wraps came off the car in Geneva. This was to be a first for Aston Martin, as previously, limitations of time and resource within a small team meant marketing collateral would only be available post-launch.
The first element of the launch campaign was DB Confidential, a five-week series of VIP previews at Aston Martin’s Gaydon factory, which gave existing customers from around the world a chance to visit, meet the key team of designers and engineers and discover DB11 ahead of its Geneva reveal.
In the US, the team put together a similar preview programme called Meet DB11, where customers were invited to host small groups of friends to view the car at their favourite venues – anywhere from a luxury country club to customers’ homes or offices.
To support these tools, Team AML created short films for digital and social channels as well as for event and showroom usage, including a heritage piece, interior flythrough film, ‘This is DB11’ model introduction and a series of shareable pieces highlighting the advanced technology within the car.
The result was the most successful digital launch of an Aston Martin production model since website tracking began. All press material and brochures were delivered in time for the launch and our Meet DB11 and DB Confidential events secured significant orders ahead of the March 1 target.
As for the configurator, more than 1 million configurations of the new car were created within 24 hours of its launch. And just check out what Top Gear said: “Aston Martin has probably just blown the competition clean out of the water with a dizzying, detailed and complex virtual showroom for the new Aston Martin DB11. Write off the rest of your day. Welcome to a whole new depth of feel-good procrastination.”
The Masters of Marketing awards will be announced on October 4. For more on the awards and the Festival of Marketing that follows them, visit their site here.