With competitors rising, electrification coming and Aston Martin transferring into new segments, the British ultraluxury model is rolling out a brand new world advertising marketing campaign centered across the phrases “Intensity. Driven.”
And, for simply the eighth time in Aston’s 109-year historical past, the corporate’s well-known winged brand is slated for an replace.
It’s all a part of an effort to extend buy consideration amongst youthful consumers, Marek Reichman, Aston’s chief artistic officer, advised Automotive News by way of Zoom from England.
“If you look at the traditional Aston Martin, it’s a front, midengine GT car, 2+2 or 2+0. We now have an SUV. We now have three derivatives of that SUV. But we’re also looking at expanding in the mid-engine segment because we have Valkyrie, and we’ve got Valhalla coming and the potential (derivatives) after that,” Reichman mentioned. “So, we are going from a relatively recognized form and shape for Aston Martin to a two brand new forms and shapes, so that will automatically attract brand new customers.”
Renato Bisignani, head of worldwide advertising and communications, mentioned the marketing campaign is geared toward potential clients of their 30s to mid-40s.
“It’s about being front and center of mind. It’s the reason we have the platform of Formula 1. It’s one of the biggest marketing platforms on a global scale, nearly every weekend there are nearly 500 million viewers on a global scale. It’s about maintaining relevance. You can maintain desire. But if you go to the back of someone’s mind, and you are not front and center of their decision making, maybe they go somewhere else,” he advised Automotive News.
One a part of the “Intensity. Driven.” 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 the movie will concentrate on.
Source: www.autonews.com