The document outlines an advertising campaign for Aston Martin's DB11 vehicle in Indonesia. The campaign aims to change Aston Martin's image from being associated solely with James Bond, and target wealthy, mature Indonesian men. Key elements of the campaign include print ads, digital ads, a direct mail campaign, and a launch event featuring a photography exhibition, violin performance, and car illusion show. The overall goal is to raise awareness of the DB11 within Indonesia's car enthusiast community by emphasizing the craftsmanship that goes into each vehicle.

1. Praktikum Periklanan
2016
Vokasi Komunikasi
Periklanan 2013
Client :
Aston Martin
Indonesia
Mentor :
Adwin Wibisono
(Head of Strategies
at Karsa Ide Karya)

2. PROBLEMKEYFACT
Changing the image
ASTON MARTIN DB11
type isn’t longer the car of
James Bond.
ASTON MARTIN image in
audiences mind is a car of
James Bond.

3. TARGET AUDIENCE
DEMOGRAPHIC
GEOGRAPHIC
PSYCOGRAPHIC
▪ > 35 y.o (mature)
▪ CEO, Collector, Conglomerate
▪ SES A+
Mostly JAKARTA
▪ Old Money but Low Profile
▪Prefers to drive a car by himself

4. COMPETITORS
DIRECT COMPETITOR
INDIRECT COMPETITOR
MERCEDES SL AMG MERCEDES S63
COUPE AMG
FERARRI
CALIFORNIA T
MASSERATI
GRANTURISMO
BENTLEY CONTINENTAL GT

5. OBJECTIVE
Create Awareness among car
community Indonesia

6. CONSUMER INSIGHT
Man choose a car not only based on brand image but
also the details (history & craftmanship)

7. BIG IDEA?
The beautifull of Craftmanship
for especially person
BIG IDEA
Manner Maketh Man

8. THE MESSAGE
ASTON MARTIN DB 11 is created for a true gentleman
( A man with with fully desire, focus to gain more his ability and always respect
to others )

9. MEDIA
CONVENTIONAL DIGITAL EVENT
Convention and Digital for Pre-Launching

10. Print Ad on Automotive Magazines
PRINT ADf
Start with fully desires

11. DIGITAL

12. DIRECT MAIL

13. Event
Aston Martin DB11 launching will be held in a ballroom at a
hotel as Hotel Mulia Senayan. That hotel is one the best
luxury hotel in South Jakarta, Senayan.

14. Sketch of Ballroom

15. BACKDROP

16. Aston Martin ‘DB’
Photography Exhibition
Photography exhibition shows Aston Martin ‘DB’ series history. The photos
are photographed by Tim Wallace, a professional car photographer from England.

17. SPECIAL
PERFORMANCE
DB11 HI-TECH illusion performance by
GALIH MONTANA
Violin performance by
ISKANDAR WIDJAJA
With MAYLAFFAYZA

18. SPECIAL
PERFORMANCE
SLIDE VIDEO PERFOM ISKANDAR WIDJAJA & HI-
TECH ILLUSION

19. GIVE AWAY
GOODY BAG : DB11 Miniature + Business Card

20. Rundown Event
No. Time Event Description
1. 06.30 PM Guests see the Photography
Exhibition about Aston Martin
history on a alley of the
building before entering the
main entrance.
2. Cocktail Session
( Champagne & Soft Drink )
Guests enjoy cocktail session
when wait the event start.
3. 07.20 PM All guests be seated.
Event start
4. 07.30 PM Event Opening The event is begun by MC
( Darius & Donna Agnesia )

21. No. Time Event Description
5. 07.35 PM Aston Martin Teaser The teaser is about Aston Martin
DB11 craftmanship.
6. 07.37 PM Speech of United
Kingdom Ambassador
England Ambasaddor gives a short
speech about relationship between
Indonesia and UK.
7. 07.47 PM Speech from Aston
Martin Indonesia CEO
Aston Martin Indonesia CEO gives
a speech about DB11 launching.
8. 08.00 PM Violin Performance Violin performance by Iskandar
Widjaja and Maylaffayza
9. 08.15 PM Gala Dinner Guests have the Appetizer, Main
Course and Dessert with .
10. 09.15 PM Car Hi-Tech illusion
DB11 Hi-Tech illusion performance
by Galih Montana.
11. 09.17 PM Short description about
the detail of DB11
The Marketing Officer of Aston Martin
tell detail of DB11
12. 09.25 PM Closing MC close the event

22. BUDGETING