Partnership and teamwork are key to everything we do at PRISM, and the guiding principle behind our role as lead agency of Team AML, WPP’s Aston Martin client team, which was established in 2015. That partnership – with J. Walter Thompson London, Mirum London and Burrows – was recently awarded victory in WPP’s annual Partnership in Practice Program for work on the 2016 DB11 launch campaign.
The award – WPP’s most significant recognition of group partnership – recognises agencies for collaborating across skills and geographies to create tangible success for their clients. Team AML won top recognition while the Unilever Team, headed by Geometry Global, was named runner up, and teams servicing Dell, GSK and Huawei were highly commended.
The DB11 is Aston Martin’s most significant new car since 2003. Against the background of a major 2015 restructure to turn the company into a sustainable luxury business, the successful launch of this car at the Geneva International Motor Show in 2016 was a key milestone in Aston Martin’s quest to become a great British company.
PRISM’s role was to pull together specialists from our WPP partner agencies to create Team AML – a team that could deliver against the client’s ambitious objectives. Our primary objective was to help Aston Martin secure 1,000 customer orders for DB11 by launch date on March 1st 2016, through cross-platform activity. Our second objective – set by CEO Andy Palmer – was to ensure all product communication deliverables were available for dealers and customers as the wraps came off the car in Geneva.
Everything was done fast and lean, with the microsite supporting the campaign created in just eight weeks, alongside an online DB11 configurator, which proved hugely successful with 1 million configurations created in the first 24 hours of going live. Short films for digital and social were created, which also supported the launch event and showroom needs.
The launch brochure was produced in six languages emphasising the design, advanced engineering craftsmanship and performance aspects of DB11, and all tools were fully operational ahead of the Geneva unveiling on March 1.
The project was a real test of teamwork and collaboration, and proved a triumph, surpassing client expectations and handing Aston Martin a truly integrated launch campaign. It’s rightly recognised by our parent company as an outstanding achievement.
Congratulations to all those at PRISM and our partner agencies who contributed to the launch of DB11. The campaign has also been shortlisted for a Masters of Marketing award, which will be announced this evening, Tuesday October 4, so there may yet be more recognition to come.