Created by

Aston Martin Cognizant Formula One Team, Cognizant and Cake (Havas)

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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.


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Performance exceeded original targets. 100k guests were hosted via The Vault, digital reach exceeded 230m and there was a maximum broadcast audience of 780m. And fans liked what they saw, with the launch and livery voted as F1 fans’ favourite.


Paying tribute to the motorsport legacy of Aston Martin while presenting a bold, modern and socially-aware future, the launch marked a new era for the brand and the sport, and provided a platform for the team to achieve its long-term goals – with seamless partner integration and an enriching fan experience at the heart of the story.


Check out all the confirmed details for Leaders Week London as we prepare for the return of live events this October at Twickenham Stadium. Not to worry though, for those who can’t join us we’ll still be broadcasting the event live to the Leaders Week Direct virtual event platform.