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Praktikum Periklanan
2016
Vokasi Komunikasi
Periklanan 2013
Client :
Aston Martin
Indonesia
Mentor :
Adwin Wibisono
(Head of Strategies
at Karsa Ide Karya)
PROBLEM KEYFACT
Changing the image ASTON MARTIN DB11
type isn’t longer the car of James Bond.
ASTON MARTIN image in audiences mind is a car of
James Bond.
TARGET AUDIENCE
DEMOGRAPHIC
GEOGRAPHIC
PSYCOGRAPHIC
▪ > 35 y.o (mature) ▪ CEO, Collector, Conglomerate ▪ SES A+
Mostly JAKARTA
▪ Old Money but Low Profile ▪Prefers to drive a car by himself
COMPETITORS
DIRECT COMPETITOR
INDIRECT COMPETITOR
MERCEDES SL AMG MERCEDES S63 COUPE AMG
FERARRI CALIFORNIA T
MASSERATI GRANTURISMO
BENTLEY CONTINENTAL GT
OBJECTIVE
Create Awareness among car community Indonesia
CONSUMER INSIGHT Man choose a car not only based on brand image but also the details (history & craftmanship)
BIG IDEA?
The beautifull of Craftmanship
for especially person
BIG IDEA Manner Maketh Man
THE MESSAGE
ASTON MARTIN DB 11 is created for a true gentleman ( A man with with fully desire, focus to gain more his ability and always respect to others )
MEDIA
CONVENTIONAL DIGITAL EVENT
Convention and Digital for Pre-Launching
Print Ad on Automotive Magazines
PRINT ADf
Start with fully desires
DIGITAL
DIRECT MAIL
Event
Aston Martin DB11 launching will be held in a ballroom at a hotel as Hotel Mulia Senayan. That hotel is one the best
luxury hotel in South Jakarta, Senayan.
Sketch of Ballroom
BACKDROP
Aston Martin ‘DB’ Photography Exhibition
Photography exhibition shows Aston Martin ‘DB’ series history. The photos
are photographed by Tim Wallace, a professional car photographer from England.
SPECIAL PERFORMANCE
DB11 HI-TECH illusion performance by
GALIH MONTANA
Violin performance by
ISKANDAR WIDJAJA
With MAYLAFFAYZA
SPECIAL PERFORMANCE
SLIDE VIDEO PERFOM ISKANDAR WIDJAJA & HI-
TECH ILLUSION
GIVE AWAY
GOODY BAG : DB11 Miniature + Business Card
Rundown Event No. Time Event Description
1. 06.30 PM Guests see the Photography Exhibition about Aston Martin history on a alley of the building before entering the main entrance.
2. Cocktail Session ( Champagne & Soft Drink )
Guests enjoy cocktail session when wait the event start.
3. 07.20 PM All guests be seated. Event start
4. 07.30 PM Event Opening The event is begun by MC ( Darius & Donna Agnesia )
No. Time Event Description
5. 07.35 PM Aston Martin Teaser The teaser is about Aston Martin DB11 craftmanship.
6. 07.37 PM Speech of United Kingdom Ambassador
England Ambasaddor gives a short speech about relationship between Indonesia and UK.
7. 07.47 PM Speech from Aston Martin Indonesia CEO
Aston Martin Indonesia CEO gives a speech about DB11 launching.
8.
08.00 PM
Violin Performance
Violin performance by Iskandar Widjaja and Maylaffayza
9. 08.15 PM Gala Dinner Guests have the Appetizer, Main Course and Dessert with .
10.
09.15 PM
Car Hi-Tech illusion
DB11 Hi-Tech illusion performance by Galih Montana.
11. 09.17 PM Short description about the detail of DB11
The Marketing Officer of Aston Martin tell detail of DB11
12. 09.25 PM Closing MC close the event
BUDGETING