With competitors growing, electrification coming and Aston Martin transferring into new segments, the British ultraluxury model is rolling out a brand new world advertising and marketing marketing campaign centered across the phrases “Depth. Pushed.”
And, for simply the eighth time in Aston’s 109-year historical past, the corporate’s well-known winged brand is slated for an update.
It is all a part of an effort to extend buy consideration amongst youthful patrons, Marek Reichman, Aston’s chief artistic officer, instructed Automotive Information through Zoom from England.
“Should you take a look at the normal Aston Martin, it is a entrance, midengine GT automobile, 2+2 or 2+0. We now have an SUV. We now have three derivatives of that SUV. However we’re additionally increasing within the midengine phase as a result of we have now Valkyrie, and we have got Valhalla coming and the potential [derivatives] after that,” Reichman mentioned. “So, we’re going from a comparatively acknowledged kind and form for Aston Martin to a two brand-new varieties and shapes, so that may robotically entice brand-new clients.”
Renato Bisignani, head of worldwide advertising and marketing and communications, mentioned the marketing campaign is aimed toward potential clients of their 30s to mid-40s.
“It is about being entrance and heart of thoughts. It is the rationale we have now the platform of Method One. It is one of many greatest advertising and marketing platforms on a world scale; practically each weekend there are practically 500 million viewers on a world scale. It is about sustaining relevance. You possibly can preserve need. However in the event you go to the again of somebody’s thoughts, and you aren’t entrance and heart of their decision-making, perhaps they go someplace else,” he mentioned.
One a part of the “Depth. Pushed.” marketing campaign is a brief movie that makes an attempt to seize the visceral expertise of being behind the wheel of an Aston Martin. The sound of the engine and exhaust, and particulars showcasing the model’s consideration to element in design, are a number of of the factors on which the movie will focus.