Vespa, the most famous scooter in the world, is all set to launch their new marketing campaign for its new 150cc range. This advertisement campaign will reinstate the brand's longstanding position as a timeless icon of Italian lifestyle that transcends trends and fads.
Campaign - THE VESPA SIDE
Concept: When the Powerful New 150cc Vespa and the City Meet, Amazing Things Happen
The new campaign has stemmed from the simple observation that when someone owns a Vespa, the ride experience can be amazing. You can explore by-lanes of one's city in ‘Vespa' style. The new Vespa 150cc enables the sheer power at your disposal to take your city riding experience to next level, that too with style. Riding the city on the bright coloured Vespa scooters creates a feeling of freedom for the Vespa rider allowing him/ her to see the city in an entirely new light.
The campaign captures the emotion of how a Vespa rider looks at the city when he is with the Vespa. It showcases the transformations of a city with a Vespa aura. This aura is symbolised by the colourful Vespa circle; everything within the aura suddenly looks powerful, stylish and adventurous in contrast to the usual setting outside of the circle. This is an artistic expression of ‘The Vespa Side' - a powerful, stylish and adventurous side to the city which is represented through the lead model who is a metro-sexual stylish macho man emanating power and style. Transformation of the city when the new 150cc Vespa arrives is represented with the transformation of key elements inside the Vespa circle. Therefore the Poodle becomes a ferocious Rottweiler or a shrub transforms into a carnivorous plant. This symbolic transformation also highlights the new energy and power which the new Vespa range features.
Vespa has always been ahead in fulfilling the needs of aspiring and discerning youth. Today, the new Vespa range is pioneering the premium scooter segment with high performance 150cc range, sports a new look and is loaded with features such as digital instrument console, 11 inch front alloy wheel, broader tubeless tyres, front disc brake, single piece monocoque steel body and many more.
Mr. Stefano Pelle, Managing Director, Piaggio India said, "Vespa's new campaign has been specially crafted for the new Vespa 150cc range. It stems from Vespa's premium lifestyle positioning, which goes beyond just the category it operates in and presents a way of life. Vespa's latest campaign lives the experience of a Vespa rider, of how the city becomes vibrant and the journey of a Vespa rider becomes a memorable experience"
Mr. Ashish Yakhmi, Head Marketing, Piaggio India 2 Wheelers said, "The Vespa Side", Vespa 150CC's new launch campaign aims at breaking the clutter, using an interesting creative hook of transforming the city around Vespa. The campaign is planned to be executed through innovations across above the line and digital media.