Cannes Lions

BEAUTIFUL WON'T BE TAMED

ASTON MARTIN, Warwick / ASTON MARTIN / 2018

Presentation Image
Film
Case Film

Overview

Entries

Credits

Overview

Description

"BEAUTIFUL WON'T BE TAMED". Right from the start of the briefing process, Aston Martin’s design team referred to this car as the archetypal hunter; nose low to the ground, as if sniffing out its prey on the road, with its muscular haunches and aggressive stance. This tag line and creative execution would focus the consumer on that 'hunter' character and how intense it felt to drive Vantage.

Aston Martin's uncompromising dedication to creating beautiful cars was also smartly captured – “BEAUTIFUL WON’T BE TAMED” linked back to the brand’s ‘For the Love of Beautiful’ mission. We aimed to generate that feeling of predator and prey. To bring that ‘predatory’ narrative to life, we used animalistic and unforgiving scenes from nature across all content and experiences. We ultimately developed a visceral idea representative of Vantage – bold, sensual and intense – to truly make a statement within the luxury automotive market.

Execution

9 Oct-17 Nov: ‘Confidential’ preview events (EUR, UK, APAC, UAE). V8 engine sound tunnel, visceral mood film/imagery evoke the car and six designer specs.

9-21 Nov: #VantageTimeline heritage social campaign.

14 Nov: Film of Max Verstappen’s camouflaged Vantage drive released on social.

20 Nov: Reveal live-stream ‘save the date’.

21 Nov (midday): CEO Andy Palmer launches Vantage live on Facebook. Campaign materials live – brochure, website, Vantage configurator. Rankin teaser film posted on social. Marketing toolkit including advertising templates using Rankin campaign photography.

21 Nov (8pm): Reveal party, London. Guests walk through ‘woodland’ experience to meet Vantage in hunter's territory. Facebook live-stream hosted by luxury automotive influencer Mr JWW. Premiere of provocative chase film, directed by Rankin. Surprise reveal of new 2018 Vantage GTE. Reveal events follow in LA, Beijing, Tokyo.

22 Nov: Summary film on social.

26 Nov: Daniel Ricciardo’s first drive, posted to YouTube during Abu Dhabi GP.

Outcome

403/501 depositors at Confidential VIP events. 80% of 2018 Vantage sales hit within 1 week of launch. More successful than any other Aston Martin launch:

105,078 daily website sessions on launch day, matching previous highest ever and surpassing DB11 launch (70k). 114,871 daily website sessions (highest ever) on day after launch.

21k launch day configurator sessions (highest ever). Huge spike to Aston Martin configurator (945% increase in sessions vs previous 24hr period). 412k website sessions in 7 days post-launch.

Traffic to astonmartin.com peaked at 8.9k hourly sessions during launch day (5pm and 8pm during London event). Articles on Top Gear, Car Throttle, Jalopnik contributed to 15.1k referral sessions to Vantage configurator in 7 days following launch.

Largest recorded share of voice on launch day (23.3%) with 14,842 mentions. 2.1m organic reach (Facebook). 555k engagement and 553.1k likes (Instagram).

Influencer Mr JWW gave Vantage access to additional 300,000+ followers.

Similar Campaigns

12 items

Aston Martin - Intensity.Driven.

DESIGN BRIDGE AND PARTNERS, London

Aston Martin - Intensity.Driven.

2024, ASTON MARTIN

(opens in a new tab)