Team AML, WPP’s cross-agency partnership providing global marketing services to Aston Martin, was awarded a coveted Masters of Marketing award this week for its innovative launch campaign for the Aston Martin DB11.
The PRISM-led agency collaboration of J. Walter Thompson London, Mirum London and Burrows, secured the title against stiff competition in the automotive category for their integrated launch campaign, which delivered real results for Aston Martin in terms of securing sales and leads for DB11 as well as driving digital engagement on a global scale. The award is the second such success for Team AML, coming hot on the heels of their recent victory in WPP’s annual Partnership in Practice Program.
The DB11 is Aston Martin’s most significant new car since 2003. For the 103-year-old British sports car brand, the successful launch of DB11 at the Geneva International Motor Show in 2016 was a key milestone in Aston Martin’s second century plan.
With the primary objective of supporting Aston Martin to secure 1,000 customer orders for DB11 by launch date on March 1st 2016, the campaign had to provide cross-platform touch points for a diverse and hard-to-reach luxury customer base, telling the story of DB11’s stunning design, advanced engineering and phenomenal performance. To engage existing customers and prospects, Team AML developed a VIP preview event concept which gave them access to the heart of Aston Martin and the chance to see the car ahead of launch. This concept was replicated successfully in the US, Tokyo and Singapore.
Digital elements included a first-for-the-brand online configurator tool and microsite, which was entirely developed and built within 8 weeks, focusing on three distinct areas of content to emphasise key elements of DB11 – Shape (Design), Space (Driver Experience) and Sound (V12 Engine performance). The result is a rich, dynamic and responsive site to showcase DB11, working across multiple platforms and devices to drive prospects into the Aston Martin global dealer network.
To support these tools, Team AML also 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.
Dan Balmer, Director, Global Marketing, at Aston Martin, commented: “’Congratulations to Team AML. This was a truly integrated launch campaign, the likes of which have never been achieved before. It also has to be stressed that the personal commitment of WPP colleagues across the Team AML group to enable this frugal launch in a restricted time period was second to none. The final indictment on this successful piece of teamwork came from our dealer partners – who commented on the first-ever time they’ve had brochures, website, configurator, images and other collateral all ready to do their job at launch.’
Jamie Copas, Global Business Director for Team AML, said: “Congratulations to our client team, as well as all those at PRISM and our partner agencies who contributed to the launch of DB11. This award is true recognition for the creativity, hard work and dedication that has gone into this campaign from the whole team. We are privileged to work with such a great client, an iconic brand, and a fantastic product range, and we look forward to achieving further success in the future for Aston Martin.”
Team AML is led by PRISM and based at 1, Knightsbridge Green, London. It is one of 46 such client teams across the WPP network – custom-built around a client’s specific needs and challenges, with an integrated strategy from the get-go – WPP’s commitment to horizontality makes that seamless.