Aston Martin is an ultra-luxury brand; a once in a lifetime purchase (or possibly more). Every car is hand-built and hand-inspected before the iconic wings can be added. Aston Martins are bought, not sold, and every customer can expect the highest level of service in person.
But so far, digital platforms had not done justice to the Aston Martin brand.
WHAT WE DID
Mirum were engaged to redesign of the global and dealer websites, develop a configurator for ultimate personalisation and various innovation projects to redetermine how the brand interacts with customers. And based on data, we discovered the primary entry point for most people in the journey is the model range; not the brand or history.
So we made the car the story.
We brought out the models’ individual stories and personalities to create the most cinematic web experience, shaped around the user. Where previously brochures were the most beautiful sales pieces for the cars, we made the site an experience that lives up to the beauty of the car and the values of the brand.
The Aston Martin Vanquish Zagato product page.
The end result is a stunning website that allows continuous storytelling across any aspect of the Aston Martin range. Not just a long list of specifications, nor an essay on history.
A story built for mobile, allowing you to explore aspects of the brand thematically, with heart-stoppingly beautiful content. It’s a dreamer’s paradise, built for owners and fans as well as people considering a purchase. The website also delicately directs warm leads to the dealers who can continue the conversation we’ve already begun.
WHAT THIS MEANS FOR YOU
We know how to create luxurious brand experiences on digital that drive sales for high-involvement products.
Various Aston Martin car pages for the new Aston Martin Global Website.