Client:

Aston Martin

Project:

V8 Vantage launch

Objective:

To provoke mass interest & cement customer loyalty

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The launch of the new V8 Vantage brought about a significant scale-shift for Aston Martin introducing a whole new market to this exclusive British brand. The success of this car is key to the future prosperity of the company. In view of this, Aston Martin decided for the first time to seek agency assistance in the rollout and launch of this important new car.

Having succeeded in a multi-way pitch, the event business was tasked with creating a display set to showcase the new V8 Vantage at each of its dealership launches across the country. Due to the time sensitivity of the launch servicing 18 dealerships nationwide in just over two weeks, we were required to build 2 identical sets with 2 production teams travelling the coutry simultaneously.

Venues ranged from Art Galleries to Race Courses and Medieval Castles to Underground Car Parks, each of which presented their own logistical challenges.

The launch events provoked a mass of interest and goodwill and helped cement the relationship with over 3,000 depositors for V8 Vantage. However, this success presented Aston Martin with a new problem - namely, how to hold the interest and loyalty of new customers, some of whom will have to wait 3 years before taking delivery of their car. To address this we have developed a web- based Dealer Events Programme, showcasing a selection of events that dealers can buy into to entertain customers and cement the loyalty of prospects.

e: cressidat@theeventbusiness.co.uk   t: 01295 268111 Anticipation | Creation | Direction | Production