On 03 March 2021, Aston Martin officially marked its return to Formula 1 after a 61-year absence. The launch of its 2021 challenger, the AMR21 car, was one of the most anticipated moments of the F1 year. It signalled the team’s ambition to land with impact, shake up the F1 order and put fan experience at the heart of everything that it does. Reaching a potential global media audience of 1bn, the campaign made a mark on the team, the sport and beyond.
Joined by a host of A-listers, including Dave the Rapper, Bond stars Daniel Craig and Gemma Arterton and US football star, Tom Brady the team dialled up the entertainment factor and extended brand reach into broader popular culture.
At the heart of the campaign was a purpose-built virtual platform, “The Vault.” The Vault provided guests with an interactive platform full of exclusive content and digital assets tailored to fans, team partners, Aston Martin customers and the media – each with their own bespoke virtual room.
Whether watching via The Vault, social media or broadcast, at the centre of the experience was a 20-minute live launch that dialled up the entertainment without compromising the access.