Aston Martin SG hands experiential and social media retainer to new agency

Aston Martin Singapore has handed ALT Worldwide its social media and experiential retainer after a closed-door pitch exercise.

ALT Worldwide will need to help further awareness for the entire range of Aston Martin products and further cement the brand's place within the luxury automotive world.

This comes about two years after it raced off with a new creative brand strategy "Intensity. Driven" and iconic wings logo in 2022. This was accompanied by a global marketing campaign and was the largest investment in Aston Martin's brand for more than a decade.

"Intensity. Driven" was a creative identity that was built on Aston Martin's established reputation for combining luxurious craftsmanship and sophisticated design with high-octane emotion and intense driving pleasure. According to the brand at the time, the new brand positioning builds on Aston Martin’s growing appeal to a wider, affluent global audience strategically targeted by the brand, whilst underpinning its core values.

Meanwhile, 'Intensity. Driven' was brought to life in a short film featuring all five of Aston Martin’s current high-performance production models. Conveying the feeling of driving and the emotional connection drivers have with their cars, the film showcases the stimulating physiological effects of driving an Aston Martin, with sensorial data visualisations of pupil dilation and heart rate obtained through biometric testing during thrilling high-speed laps in an Aston Martin Valkyrie.

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Sephora Asia

In tandem, Sephora Asia joined forces with ALT Worldwide where the agency helped create a campaign titled "Raya Beauty That Lasts" for the beauty retailer. The campaign featured Sephora's range of longer-lasting makeup products and was released during Ramadan. 

An online film showcasing the benefits of having longer-lasting looks throughout the Hari Raya celebrations, along with multiple festive in-store collaterals were also put out in Malaysia and Indonesia. 

National Kidney Foundation of Singapore

ALT Worldwide also teamed up with the National Kidney Foundation of Singapore (NKF). In conjunction with World Kidney Day, NKF released a limited-edition book titled Unravelling Life’s Choices. ALT Worldwide then worked with them to bring the book to life, in the form of a unique event experience that took place at Marina Square concourse area.

Held over four days, the event had multiple engagement opportunities, where people could get educated on how to care for the health of their kidneys in fun ways.

Prudential Singapore

In addition, ALT Worldwide and Prudential Singapore kickstarted a brand campaign as part of its on-going partnership. The first phase of the campaign began with films that showed how Prudential Singapore goes out of its way to be there for its customers and provide them with the service they deserve. 

“At Prudential, we believe that customers are at the heart of everything we do. After taking an honest look at ourselves, we worked with ALT Worldwide to create a campaign to reassure our customers that we will always be there for them,” said Belinda Tan, head of marketing and events, Prudential Singapore. 

In July last year, ALT Worldwide and Prudential Singapore unveiled its "Life in a Flash" campaign, aimed at changing perceptions around financial planning.  

The campaign began with a unique pop-up exhibition, featuring artwork that’s been printed using a never-before-seen technique produced by Japanese print production company. By simply taking a photo using flash, the pictures magically changed to reveal how life could change if people changed their financial behaviours.

Each artwork was produced in collaboration with local artists Mindflyer, Ben Qwek, and Puffing Muffin.

Through the campaign, Prudential aimed to assure its visitors that regardless of the financial goals that people have in mind, it is ever ready to provide financial support to them for to be better equipped for the future.

Photo courtesy Aston Martin, Facebook 

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