Safa Imani Shams Aston Martin Pitch.pptx

01.
06.
03.
02. 05. 08.
04. 07.
Previous Campaigns
An overview of the previous campaigns by the Aston Martin Lagonda
group, looking at the details of what kind of marketing was used, to
justify and position the new campaign.
Key Stakeholders
An appraisal of the key stakeholders and their needs.
New Campaign Objectives
An overview of the new campaign objectives, implementing the
segmentation, targeting and positioning strategy.
New Campaign: Creative Approach
An overview of the creative approach and platform for the new
campaign. This section will include the use of a range of
Photographic based, 3D based, Moving Image based, Typographic
based and Social Media based artefacts.
New Campaign: Media Strategy
This section will include the budget and time scale required for the
planning, creative, casting, shooting, location, media placement
etc.
New Campaign: Media Vehicles
Evaluation & Control
An overview of the new campaign media vehicles with
sustainability consideration aspects.
An overview of the evaluation and control techniques for
the new campaign.
Questions
An opportunity for any questions can be asked at this stage
of the pitch.
09.
Bibliography
All credible sources that have been referred to throughout
the pitch will be accredited here.

01 I PREVIOUS CAMPAIGNS
The Previous Campaign’s purposes now, are to be analysed to
further understand the details of the kind of marketing used, the
core message and positioning, intended audience and to provide
further justification for the positioning of the new campaign.
In this section, we will be looking at key features of previous
campaigns to better the new campaign and strengthen the intended
meaning for target audiences.

"
Roberto Fedeli
Chief Technical Officer I A.M
"
01 I PREVIOUS CAMPAIGNS 01 I PREVIOUS CAMPAIGNS
Not only is it the fastest and most powerful
DBS in our history, thanks to a
comprehensive suite of improvements to the
transmission, steering, suspension, and
underbody structure; the DBS 770 Ultimate
is also the best to drive

A STORM IS COMING | ASTON
MARTIN DBS 770 ULTIMATE TEASER

The teaser, “A storm is coming” is a minute long video, launched prior to the official release of the official
DBS 770 Ultimate Advertisement.
It is a theatrical clip that is comprised of a number of short object based clips, such as a fuse, a boulder
being crushed and dark grey clouds. These short clips are all in black and white, however there is an
addition of a short rapid clips of the DBS 770 illuminated in green. The teaser is voiced over with a rendition
of Emily Brontes poem “The night is darkening round me” in a deep voice. This teaser, really does tease its
viewers by showing some features of the car but not completely, successfully building excitement and
tension.
The marketing type used in this teaser is emotional marketing, as an emotional response is evoked from the
viewer to feel the sadness and grievance of the final GT from the Aston Martin line.
The full teaser trailer can be watched here /
AN ANALYSIS OF THE PAST DBS 770 ULTIMATE TEASER

ASTON MARTIN DBS 770 ULTIMATE
AD

AN ANALYSIS OF THE PAST DBS 770 ULTIMATE AD
The official trailer of the DBS 770 Ultimate, is a minute long video, showcasing the main “WOW FACTORS”
of the car itself.
It is a dramatised advertisement, made from AI/VR features to give the advert a touch of realism although
the beginning features what looks to be a green fly, which turns slowly into the 770. The video features an
instrumental as well as engine revving noises, to truly highlight just how powerful the cars V12 Twin Turbo
engine really is. The ads main colour palette is made up of the Aston Martin greens, which really helps to tie
together the ad as the final farewell to the GT.
The marketing type used in this trailer is emotional and dramatised marketing, as an emotional response is
evoked from the viewer to feel the sadness and grievance of the final GT from the Aston Martin line, whilst
the dramatised effects enliven the ad. and offer an emotional response additionally.
The full official trailer can be watched here /

JUSTIFICATION FOR THE
POSITIONING OF NEW CAMPAIGN.

JUSTIFICATION OF THE POSITIONING OF THE NEW
CAMPAIGN
The new campaign advertisement, will pay homage to the final GT of the Aston Martin line, and will feature a special soundtrack from the
Quantum of Solace, “Another Way To Die” hence the subtle word play on the title of the ad, “Another Way To Drive”.
This advertisement will feature up close shots of the car and its features, as well as shots of the car driving to showcase the full potential of the
car. It will be set in Navene, Italy, which is where the Quantum Of Solace film was based, allowing for a link to be made through the title, the
location and finally the music. The ad will also imply a female driver, by having a shot of a woman in the rear view mirror, to encourage women
viewers to consider an Aston Martin as their next car as they should see themselves through the female driver of the car. These subtle nods to
the Quantum of Solace, are an exemplary example of emotional and nostalgic marketing as the film was released 16 years ago, reminding
viewers of their youth and encouraging them to live their “Bond” life, 16 years later.
The ad ends with, “FEROCITY DRIVEN BY DESIGN” suggesting that the car is ferocious when driven as a result of its exclusive design. By
keeping close to the current brand position message, this will allow for a smooth transition to the new campaign.
By holding the positioning of the car within the luxury sport automobile industry, but presenting it as a well rounded, multi-use car, the viewers
will understand the diversity of the use of the car.

In this section, we will be appraising key stakeholders and looking
directly at each of the key stakeholders needs.
02 I KEY STAKEHOLDERS

"
Aston Martin,
2023
"
02 I KEY STAKEHOLDERS 02 I KEY STAKEHOLDERS
To enrich what is unique to the Aston Martin brand – the
combination of high performance and ultimate luxury
together in one automobile. We will achieve this by
becoming the most agile and efficient company in the
luxury segment, to achieve the best outcome for the
product, our customer our investors and other
stakeholders.

KEY STAKEHOLDERS

KEY STAKEHOLDERS
(Aston Martin Lagonda Global Holdings, 2020)

KEY STAKEHOLDER NEEDS

CYCLE OF NEEDS (FAISANDIER, 2012)
When employing the use of the Power-Interest Matrix, customers and investors are 2 stakeholders we want to keep in the “manage closely” segment of
the matrix. As the overall value of the AM brand lies within the hands of its customers, and the market share lies within the hands of its investors, it is
paramount that these 2 demographic needs are kept up with to ensure that we meet our objectives.
We have used the Cycle of Needs (see below) to help understand better the key stakeholder needs, so we can better strategise our campaign to meet
their needs.
Please refer to your media packs for a detailed breakdown of the cycle of needs for our customer.

03 I NEW CAMPAIGN OBJECTIVES
The new campaign objectives, will help lay out the foundations for
our proposed advertisement campaign. By offering potential figures
for Q1-Q4 of 2024, our approximate time frame of the coming year
show realistically set goals, to appeal to the European consumer.
These campaign objectives are separated into; communication,
corporate, and marketing objectives.

SEGMENTATION & POSITIONING
STRATEGY
03 I NEW CAMPAIGN OBJECTIVES 03 I NEW CAMPAIGN OBJECTIVES

In this new campaign, we can focus on using a strategic & objective driven
approach, whilst making improvements in the gender-neutral stance taken in the
campaign to appeal to a wider audience. As the campaign is focused on
increasing sales within Europe, our target demographic for this campaign will be
European males/females, between the ages of 30-45, who are within the high-
earning income bracket. As it was found that female ownership of Aston Martins
is significantly lower than males in Europe, the primary demographic segment we
will focus on is females between the ages of 35-45, within the high-income
bracket. By showcasing the car and featuring a female, female viewers can live
their ideal life through this fictional character and will realise that to achieve self
actualisation, they need to own an Aston Martin, a quiet symbol of luxury.
A further breakdown of the segmentation variables can be seen in the table
below.
SEGMENTATION & POSITIONING STRATEGY
The positioning strategy of this new campaign will be based on differentiation
and the basis of quality in comparison to competitors. The DBS 770 Ultimate is,
“A luxury coupe armed with the ability to tackle every journey in the right gear.”
(Aston Martin, 2023). Innovation-driven consumers, will look towards an Aston
Martin as it has an extensive racing history, compared to its competitors.
Additionally, the basis of quality provided by Aston Martin is incomparable, as
cutting edge technology and innovation are tied together, alongside the divinity
of the build of the models. These offer a strong competitive leverage, to the
brand as well as to consumers who are researching when in their purchase
decision making cycles. This voluntary exposure to the campaign of the DBS
770 Ultimate, will draw attention of the target demographic by enabling
consumers to perceive campaign material in their own way. The goal of the
campaign is to encourage the target demographic to interpret Aston Martin as
an innovative, luxury, everyday automobile whilst challenging their preconceived
ideologies.

COMMUNICATION OBJECTIVES

01.
02.
To establish and improve the awareness of Aston Martins DBS 770 Ultimate Volante by 15% by Q2 of
2024 amongst European consumers between the ages of 35-50. This will be done by creating engaging,
relevant social media posts which are relevant to the European consumer, in aim of establishing AM as a
brand within Europe and increasing overall market shares.
To establish and improve the overall perception of Aston Martin by creating and implementing a
compelling advertisement campaign between January 2024 to June 2024. This would be most effective in
improving the overall perception and awareness of AMs DBS 770 Ultimate Volante.
COMMUNICATION OBJECTIVES

CORPORATE OBJECTIVES

01.
To promote the AM DBS 770 Ultimate Volante as one of the top 5 most inclined luxury sport car brands
amongst European consumers within Q3 of 2024. This will engage consumers, inciting W-O-M
advocations, increasing the awareness and credibility of DBS770. This will allow for long term goals to be
achieved, for example the doubling of sales in the next 5 years.
CORPORATE OBJECTIVES

MARKETING OBJECTIVES

01.
To hold a further 15% market share of the European luxury, sport car market by the end of Q4 2024.
This will give the DBS770 a competitive edge over its direct competitors, whilst holding the opportunity to
sustain their already existing market position in the BCG matrix, with the increased potential in moving
to a rising star. This will be achieved through the pushing of sales, subsequently increasing market
shares.
MARKETING OBJECTIVES

04.
NEW CAMPAIGN:
CREATIVE
APPROACH

04 I NEW CAMPAIGN: CREATIVE APPROACH
In this section we will look at the campaign positioning, as well as a
range of Photographic based, 3D based, Moving Image based,
Typographic based and Social Media based artefacts, that have
been specially made for the purpose of this pitch to show potential
artefacts that could be made for the campaign.

The new campaign position will be a “Quality Based Position” as the emphasis will be placed on the sheer superiority of the quality and sleek design of the DBS 770
Ultimate, in comparison to its competitors.
As the DBS 770 Ultimate is driven by its uniqueness and design, the new campaign slogan will be,
This slogan emphasizes 2 key qualities of the car, “ferocity” of the internal framework of the car as well as “design” which references both internal and external
frameworks of the car.
The advertisement campaign will run from Q1 of 2024 until Q2, however the overall campaign is expected to last and be impactful until Q4 of 2024. This campaign
position is strong, as the target demographic of the assumed consumer look to research and make purchase decisions based on the quality of the car, to ensure that their
luxury purchase is one that will hold longevity and remains a strong purchase over time.
The appeal positioning of the campaign is strong in the emotional and customer segment, as the campaign aim is to influence consumers to consider and subsequently
purchase the car, whilst forming an emotional connection to the car before they have even trial driven it.
We will also be implementing an Above-The-Line (ATL) Advertising campaign, as per our objectives, we wish to increase brand awareness, increase sales, and increase
overall market share as a result. This Ad campaign is most effective as we will be able to reach a mass audience with the use of a few media forms.
04 I NEW CAMPAIGN: CREATIVE APPROACH 04 I NEW CAMPAIGN: CREATIVE APPROACH
CAMPAIGN POSITIONING
“FEROCITY DRIVEN BY DESIGN”

PHOTOGRAPHIC BASED ARTEFACTS

3D BASED ARTEFACTS

MOVING IMAGE BASED ARTEFACTS:
TEASER

MOVING IMAGE BASED ARTEFACTS:
ADVERT

TYPOGRAPHIC BASED ARTEFACTS

Aston Martin ha presentato la sua ultima GT della sua linea.
Dotata di un motore V12 Twin Turbo e di un'elevata velocità
di 211 mph, questa GT è davvero l'ultima e unica nel suo
genere. Senza perdere una goccia del suo iconico carattere
Super GT. Evolvendosi in una meraviglia muscolare.
DBS770 Ultimate ha raggiunto la sua destinazione finale.
Roberto Fedeli afferma: “Non solo è il DBS più veloce e
potente della nostra storia, grazie a una serie completa di
miglioramenti alla trasmissione, allo sterzo, alle sospensioni
e alla struttura del sottoscocca; il DBS 770 Ultimate è anche
il migliore da guidare". Un ultimo tour prima dell'estinzione.
Sono stati realizzati solo 300 modelli, rendendo la GT finale
un gioiello raro nel campo automobilistico.
Per ulteriori informazioni visita il sito Web Aston Martin.
ARTICOLO DI SAFA IMANI I 01/01/2024
2
.
DBS 770 Ultimo
Aston Martin
1 di 300

SOCIAL MEDIA BASED ARTEFACTS

DBS 770 ULTIMO I FEROCIA GUIDATA DAL DESIGN
#HOWDOYOUDRIVE #MYWAYTODRIVE
astonmartin
Navene, Italy

VR
ASTON MARTIN X SNAPCHAT
INSIDE THE DBS 770
ULTIMATE: POV LENS

05.
NEW CAMPAIGN:
MEDIA STRATEGY

05 I NEW CAMPAIGN: MEDIA STRATEGY
This section will include the media strategy and plan, as well as
the budget and time scale required for the planning, creative,
casting, shooting, location, media placement etc.

MEDIA STRATEGY & PLAN
05 I NEW CAMPAIGN: MEDIA STRATEGY 05 I NEW CAMPAIGN: MEDIA STRATEGY

MEDIA STRATEGY & PLAN
PULL
The main aim is to promote the model to new and pre-existing consumers, by highlighting the benefits
and advantages of the car compared to competitor offerings. This is to drive sales and increase
overall consumer awareness of the Aston Martin brand. This can be done through direct marketing
channels; Tv Ad, Billboards and car dealerships.
PUSH
The main aim is to target consumers, both new and pre-existing, to the product offering. This will be
done by presenting the car with differentiation and quality-based attributes to aide in the leverage
against competitors. The aim is to create a loyal customer base, by providing them with the marketing
materials they are looking for. This will be done through social media, SEO and blogs.
PROFILEThe main aim is to increase Key Stakeholder awareness, to help in the building of loyalty and trust. This
can be done through a range of PR, communication, events, and corporate strategies.

GROSS RATING POINT (GRP)
GRP = Reach (% of population reached) × Average frequency (number of ad impressions)
(1,400,000/250,000) x 60
5.6% x 60
GRP = 336

BUDGET & TIMESCALE

05 I NEW CAMPAIGN: MEDIA STRATEGY
After conducting further research into specifics, our schedule and
budget has been changed, to suit the actual required needs of the
full campaign scale. The initial budget and time scale was a
blueprint of the scheduled activities for the campaign as well as
the main foundational requirements of the budget. The following
slides contain more accurate figures and scales.

MONTHS/
CAMPAIGN Week 2 Week 3Week 4
JAN FEB MAR APR MAY JUN
Q1-Q2 DBS 770 ULTIMATE CAMPAIGN

MEDIA TYPE TOTAL GROSS COST (£)
PRESS:
TV (AD):
OUTDOOR (AD):
PR LIVE EVENT:
TV AD CONTENT:
TV AD TEASER CONTENT:
SOCIALS:
519,500
42,000
191,520
157,960
792,750
372,685
750,000
TOTALE: £2,826,415
BUDGET OVERVIEW
For a more detailed budget breakdown, please refer to your media pack.

06.
NEW CAMPAIGN:
MEDIA VEHICLES

An overview of the new campaign media vehicles with
sustainability consideration aspects.
06 I NEW CAMPAIGN: MEDIA VEHICLES

06 I NEW CAMPAIGN: MEDIA VEHICLES 06 I NEW CAMPAIGN: MEDIA VEHICLES
BROADCAST VEHICLES

BILLBOARDS
STAGE VENEZIA
PIAZZA SAN BBILO
LARGO AGUSTO STAZIONE VETRA
LUNGOTEVERE
MARZIO ARA PACIS
The billboards will be placed strategically around Italy, below are a few examples of billboards that all have
a minimum exposure of 250,000 people. Although as most of these have been placed in areas that are
busier, with more roads and in the City Centre, the exposure is quadrupled.
The idea for the billboards in our campaign is to use recycled and recyclable materials to create halves of
the DBS 770 as a model, to place on the poster to give a 3D effect to some of the boards. This is extremely
sustainable as it it making use of already existing materials. The lifecycle of these materials can be long
lasting as they can be taken from a waste site of material that takes millions of years to break down, and
using it and then recycling it to use towards future adverts etc.
The second idea is to use digital billboards, which is more modernised and also the most sustainable option
as there is no waste being produced, the environment is not being harmed negatively due to pollution that
may be produced in other ways by competitors .

PRINT VEHICLES

MAGAZINES
The magazine placement will be featured in both GQ Italia, a male dominant magazine for
the conscious man, usually career driven, from a high socio-economic background, and
Vogue Italia, a female dominant magazine for the young lady, from a range of backgrounds
although for the purpose of this campaign we will be focusing on the high socio-economic
woman, who comes from a strong career driven background.
The idea for the magazines is to have a double page spread in each publication, featuring the
car and a short description about it. The description will differ to cater to both audiences,
even though this campaign will be targeting women. The change in the tone of voice used will
appeal to each reader differently, evoking different but similar responses.
Taking sustainability into consideration, we can offer digital copies that are exclusively online
for this vehicle, instead of print copies that use up resources and pollute the environment, as
copies may not all be sold and will be thrown to waste. However, to reduce the risk of waste,
we can liase with the publication companies to print limited editions of the magazine with our
article.

ONLINE VEHICLES

SOCIAL MEDIA PLATFORMS
As social channels are owned media assets, utilising these free platforms will be the most cost effective and
sustainable strategy of vehicle use. We will be using Meta platforms & X (Twitter).
The social campaign can run for the full duration of the 6 months consistently, but can be touched on over
the following 6 months to encourage consistent exposure to potential and pre-existing customers of the AM
brand.
A range of content can be produced, whilst also utilising UGC from customers who may test drive the car in
the lead up through exclusive test drive sessions. Instagram Live can also be utilised, featuring a “takeover”
from a celebrity that is most well known across the world, for example Kim Kardashian. AM can work
alongside KK and can ask her to do a day in the life/takeover AM with KIMK live video, from which clips can
be taken and made into reels, enabling for dual content from just one source.
QR codes can also be posted alongside OOH advertisements that link straight to a post on a social channel
or even to a website.

PUBLIC RELATIONS

PR EVENT: ANOTHER WAY TO DRIVE
PR events and celebrity gossip hold a lot of weight when it comes to consumers making celebrity driven
purchasing decisions, through clothes, accessories, beauty products, and in some cases vehicles.
By hosting a live event launch party with the theme “Another Way To Drive” from the official advertisement,
a James Bond inspired, Tuscany set launch party would draw a lot of attention to the AM brand and the 770
DBS Ultimate, especially amongst female consumers. By inviting celebrities such as the
Kardashian/Jenners, Michelle Morrone, Ana De Armas, Daniel Craig to name a few, there would be a lot of
WOM communications amongst the targeted consumer, increasing awareness and establishing the AM
brand, which meets our objectives.
This PR event would hold a domino effect, with tabloids and smaller name magazines covering insider
detail about the event, sparking further interest in the car. Celebrities invited can be encouraged to make
use of specially made filters, post on their social channels about the event etc. encouraging further
awareness and research into the brand and model.
This PR stunt is sustainable as it creates a natural rather than forced reaction to the product offering of the
brand. By holding natural responses, consumers will be more susceptible to researching on their own terms
instead of feeling forced, which can discourage them to look into the DBS 770 Ultimate.

SALES PROMOTIONS

VR EXPERIENCE
Sales promotions aide in the awareness of a brand and its product offerings. With this information, and our set
objectives, we can implement the following promotion to encourage potential customers to independently seek out the
DBS 770 Ultimate and research it.
By hosting a VR experience somewhere in Italy, for example Milan, the reach and awareness would be very high.
The experience could entail sitting inside a model of the car (similar to the one on the 3D billboards) but this time
modified for a VR experience. The VR itself, would include the experience of sitting in and driving the car with a digital
stunt pro.
This would again create a lot of WOM communications, UGC content, and would encourage more people to come
and try this experience out.
Considering sustainability effects, holding this sort of sales promotion is the best for creating a social domino effect as
aforementioned the WOM communications will increase, thus overall awareness will increase.

07 I EVALUATION & CONTROL
An overview of the evaluation and control techniques for the new
campaign.

07 I EVALUATION & CONTROL 07 I EVALUATION & CONTROL
EVALUATION AND CONTROL
PRE-CAMPAIGN TESTING & POST-CAMPAIGN TESTING
In pre-campaign testing, we can allocate 25% of the overall budget into creating mock campaigns, which will be trialed on the general
public in Italy, to monitor and measure customer interest and awareness rates. This assumed increase in awareness will meet the
communication, corporate and marketing objectives, as consumer awareness will increase, the DBS 770 will be in the top 5 inclined
sport cars and market shares will remain sturdy.
In post-campaign testing, we can objectively and sustainably measure consumer response rates, measuring and checking to see
whether we met our projected objectives for the end of Q2, start of Q3 of 2024. These awareness and interest rates will hold strong force
for a domino effect regarding the increasing of awareness and interest in the DBS 770, whilst simultaneously encouraging potential
and current consumers to consider the 770 as a top 5 most inclined sports car, which will encourage them further to purchase the car.
To measure the market share of the AM brand, we can implement the use of strategic performance measures to understand how well
the AM brand executed its overall strategy and value that was delivered non-financially to its key stakeholders.
To measure the customer retention and awareness rates achieved, we can implement the use of tactical performance measures to
understand short-term results, and how we can use these to our advantage through the implementation of future campaigns to gain
long-term results, for example retention of pre-existing customers and the onboarding of new customers.
To measure the impact of the social media campaign, we can implement the use of operational performance measures to understand the
return on advertising spend as well as to find out the marketing-originated customer percentage. By understanding
more about the Return on Ad spend and Marketing-Orig. customer percentage, we can build on future campaigns to ensure that future
campaigns are strategized in the same hand to yield similar results.

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Safa Imani Shams Aston Martin Pitch.pptx

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