With elevated competitors, the arrival of electrification and Aston Martin transferring into new segments, the British ultra-luxury model is launching a brand new world advertising marketing campaign centered across the phrases “Depth. Pushed”.
And, for the eighth time in Aston’s 109-year historical past, the corporate’s well-known winged emblem is scheduled for an replace.
It is all a part of an effort to extend buy consideration amongst youthful consumers, mentioned Marek Reichman, Aston’s artistic director. automotive information by way of Zoom from England.
“Should you have a look at the standard Aston Martin, it is a entrance mid-engined GT automotive, 2+2 or 2+0. Now we’ve got an SUV. We now have three derivatives of that SUV. However we’re additionally seeking to broaden into the mid-engine section. medium as a result of we’ve got Valkyrie, and we’ve got Valhalla to come back and the potential [derivatives] after that,” Reichman mentioned. “So we’re going from a comparatively well-known form for Aston Martin to 2 shapes and utterly new shapes, so it will mechanically entice new clients.”
Renato Bisignani, head of worldwide advertising and communications, mentioned the marketing campaign is aimed toward potential clients of their 30s and 40s.
“It is about being entrance and middle of thoughts. It is the rationale we’ve got the Method One platform. It is one of many largest advertising platforms on a worldwide scale, virtually each weekend there are virtually 500 hundreds of thousands of viewers on a worldwide scale. It is about staying related. You’ll be able to hold the need. However should you go to the again of somebody’s thoughts, and you are not entrance and middle of their decision-making, perhaps they will go to a different half,” he mentioned..
Part of “Depth. Pushed”. The 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 the exhaust, and the small print that present the model’s consideration to element within the design, are among the factors that the movie will deal with.