driving forward in Russia despite COVID challenges
Despite the limitations that COVID presented in terms of media activation and activities, Aston Martin were keen to proceed with a press launch in Russia for their first SUV model, the DBX. They tasked Action Russia with finding a way to overcome the challenges and ensure active engagement with media that would generate targeted communication results.
Action Russia together with Aston Martin used the core brand elements and partnership with famous architect, Sir David Adjaye, to gain media interest and traction. A series of interviews with Russian Tier 1 media featuring Aston Martin top management representatives: Chief Creative Officer Marek Reichman, Chief Engineer Matt Becker and Q by Aston Martin Director Simon Lane were arranged.
The fact that this was Aston Martin’s first SUV model, was also used as a strong angle to excite and engage relevant media.
- 8 original interviews featuring Aston Martin top management with numerous reprints
- total ad value – over 80k USD
- over 32M total reach
- Exclusive 6-page interview with Q by Aston Martin Director in a leading business print outlet ‘Kommersant.Autopilot’ to highlight DBX
- 6-page interview for ‘Dom Interior’, a top interior & lifestyle title in Russia, which featured Aston Martin unique collaboration on SUV DBX special edition with famous architect Sir David Adjaye.