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Aston Martin Lagonda

Embracing sustainable ambition

We worked with Aston Martin Lagonda to launch its ambitious new ESG strategy, Racing. Green.

Aston Martin’s goal was to communicate its ambition to be a world-leading sustainable ultra-luxury business. Building on this bold objective, we set out to create a report and launch a campaign that communicated the connection between sustainability and ultra-luxury.

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The key challenge was communicating the entirety of the ESG strategy while maintaining focus on Aston Martin’s ambitious new climate commitments. It was important to establish that the company is at the beginning of its journey and that more progress is expected in the coming years.

As one of only a few automotive companies to commit to Net Zero, it was important to bring this story to the fore, emphasising not only Aston Martin’s goals for vehicle electrification, but also beyond to an entirely sustainable value chain, rather than celebrating one product story. In addition, key aspects of the strategy such as new diversity targets and strengthened Board-level responsibility for sustainability were given due attention in the report.

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We also created a visual identity and name for the new strategy. The strapline Racing. Green. was chosen for its clever sustainability play on Aston Martin’s heritage and performance DNA. The Earth Day launch for the Sustainability Report and strategy included a variety of assets, including an animated Net Zero timeline, published on social media channels.

The response to Aston Martin’s Racing. Green. was swift and positive. Leading sustainability news websites such as Business Green and edie reshared the campaign and report, commending the company’s ambition, targets and initiatives.

On the day of release, Racing. Green. was the most viewed page on AstonMartin.com and achieved over 56,000 video views across social media.

  • 671,029

    social media impressions
  • 34,053

    social media engagements
  • 56,580

    video views
  • 3m 28s

    Average page dwell time
  • 9

    major media outlets covered
  • 49.6%

    customer email open rate
  • 77%

    employee email open rate

Related work

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  • justin.boucher@​luminous.co.uk

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