ASTON MARTIN

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Aston Martin

Pitch Work

Regularly voted one of the world’s coolest brands, there’s nothing like the arrival of a new Aston Martin to excite the automotive community. So imagine the excitement that two Aston Martin launches should generate. However, on this occasion the two cars in question weren’t quite what Aston Martin enthusiasts were expecting. Both cars were exceptional, and both quite unlike anything the prestigious marque had ever produced before.

And this is why the traditionally marketing shy Aston Martin sought the help of an agency. The first was the Aston Martin Cygnet, an über luxurious city car with a benefit unthinkable to your average Aston driver - practicality. The second was the Aston Martin Rapide, the company’s first four-door production car.

We didn't just want to tell people about the quality of the leather in the Cygnet's interior; we wanted them to feel the quality for themselves. So we created a letter embossed into leather and signed by Aston Martin's Director of Design, Marek Reichman. (You can read the letter below).

For a driver used to the performance and prestige of owning an Aston Martin, the thought of driving a small city car seems like a compromise too far. So we needed to tackle this problem head on by addressing both their need for a small car and their worry that the Cygnet wouldn't live up to the renowned Aston Martin quality. (You can read the letter below).

One of the main concerns we had to overcome was that Aston drivers didn't feel that the Cygnet was a real Aston Martin. The wings emblem is a symbol of the power, beauty and soul intrinsic to every Aston Martin, so we wanted to reassure them that the Cygnet was worthy of the badge. But of course, we would never just lightly give away the Aston Martin wings, so the box would be empty. (You can read the letter below).

The Aston Martin Rapide is the marque's first four-door production sports car. A work of automotive art, the Rapide is the realisation of a dream by Aston Martin's CEO, Dr Ulrich Bez. So who better to introduce it that the man himself.

Renowned among driving enthusiasts for creating the world's most beautiful two-door sports cars, it's no surprise that a four-door sports car would raise a few eyebrows. To reassure Aston fans that four-doors didn't come as a compromise of performance or luxury, we created a direct mail pack from Aston Martin's Director of Design Marek Reichman. (You can read the letter below).

Inside every Aston Martin ever built is a plaque that carries the name of the master engineer who gave the vehicle its final quality check. To reassure drivers about the authenticity of the experience the Rapide delivers, we created a pack with the plaque at its centre. (You can read the letter below).

One of the requirements of the brief was to create a series of press ads for the Cygnet. For these we used a series of quotes by individuals famous for challenging the status quo.

Part of out proposal was for an eCRM programme for people who ordered a new Aston Martin. This would keep them up-to-date and enthused during the wait from order to delivery.