Aston Martin Challenge

Aston Martin Campaign

In our two hour session we were each given a handout and split into groups of 4-5 people. The handout consisted of information explaining the introduction of Aston Martins into Mumbai, India. Our task was to read the article and find key facts that could be used to come up with a new end line and advert for the new campaign. The article explains that super-cars are becoming the much sought after accessory for "India's flashy mew rich", Mumbai is considered a playground for all successful people wanting "to announce they've arrived", therefore there is "as yet no brand loyalty".

The challenges faced when  trying to advertise to the Mumbai market is that "the roads are atrocious", thus "super cars end up clocking very little millage" another issue is the competition with other "hallowed brands such as Bugatti and Lamborghini". However Aston Martin is confident of their brand with a guaranteed 30 sold and demand "for at least 20 more". Our first plan of action was to fully understand our target market so we decided to enquire Aston Martin's website to find out their core values, we found the words Heritage, Craftsmanship, Beauty, Soul and Power were emphasised when describing the brand.

From these words we began mixing words to come up with options for the end line some examples being…

• Power and Control over your soul
• Because luxury Matters
• Martin …. Aston Martin  ( we were influenced by James Bond famous line as Aston Martin were used in the latest film, the article also mentions Bond throughout so this seems to appeal to the Mumbai market)
• Always have an escape plan (a quote from the article inspired by Bond)
• Crafted for Speed
• Status isn't cheap
• Status doesn't come at a small price
• Luxury Guaranteed 
• Awaken
• Take control
• Worth the wait

Out of all the examples we brainstormed we particularly liked "Worth the Wait" we felt that it was really appropriate to the Mumbai audience and was layered with alternate meanings. The first "Worth the Wait" literally meaning worth the wait as the cars are yet to be dispatched and can only be pre-ordered, so when buyers eventually get their Aston it will have been "Worth the Wait". Another meaning is taking the negative point of the Mumbai traffic and spinning it on its head, as a fact pointed out in the article that most drivers "head for the expressway outside the city to get a fraction of the thrill" the phrase "Worth the Wait" describes the experience of the city's gridlocked traffic to only escape the city to really experience the power of the Aston Martin. The final meaning focusses more on gaining brand loyalty as by customers committing to buying the Aston Martin's now they are then forced to wait for the car, the end line "Worth the Wait" is targeted to them in an argument that they will be satisfied they have waited and that patience of waiting is supporting the brand loyally.

Now we had a strong end line the next task was to come up with an advert idea, as the target audience is so evidently male dominated we decided to focus the advert around a successful male character. Our idea…

It begins with the sun setting, a man sat in an Aston Martin windows up, the only sound being the air conditioning and a quiet ongoing music, he's wearing an expensive suit and dark tinted sunglasses. The setting in the hot bustling busy streets of mumbai where the traffics at a standstill. He then leaves the city speeding fast towards the mountains where he continues to climb until he reaches the peak. He then exits the car and takes off his sunglasses just in time to see the sun set and the line reads "Aston Martin, Worth the Wait". 

We feel this advert is appropriate and targeted perfectly for the target audience it also plays on the idea of "Worth the Wait" as he is waiting and enthused to see the sun set which he manages to see as it only happens once a day so is worth the wait. Overall I feel our idea and concept is really strong and appropriate for the brand, we thoroughly researched and understood their core principles and target audience and feel that both the end line and the advert represent Aston Martin perfectly.