Aston Martin DBX Launch
2019
Elevating the design principles at the heart of Aston Martin.
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Elevate the traditional ’new car launch’ format to drive pre-sale uptake of the DBX.
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An exclusive, invite-only event, using behavioural science and theatre techniques to create an unrivalled sense of anticipation before a final “reveal”.
A series of live events took place over two months, subsequently reinterpreted in early 2020 as a hybrid event.
Guests customised their dream car through interactive touchscreens, leading to an increase in pre-orders.
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Unprecedented pre-sales orders, leading to one of Aston Martin’s most successful launches.
