Vespa instills aspiration with new 'Life by Vespa' campaign

The print ad for the new Vespa VX, conceptualised by Soho Square, is aimed at the discerning customer who respect the finer things in life

BestMediaInfo Bureau | Mumbai | July 31, 2013

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Having created the premium scooter segment, Vespa has successfully established itself as an aspirational brand that is sought after by premium brand seekers. The iconic brand from Piaggio is all set to bring to the centerstage its ethos of 'Life by Vespa' in its latest campaign to launch the all-new Vespa VX.

The new print communication, conceptualised by Soho Square, is an expression of lifestyle associated with Vespa and draws the attention of the discerning young customers who aim to pick up brands that match their individual style and this individuality is worn on the sleeve.  The effective message translated through the campaign highlights a stylish and aspirational life associated with Vespa.

Over the years, Vespa has grown from being just a scooter to a lifestyle brand. After winning the hearts of over 17 million riders globally, and launching over 150 models, Vespa's arrival in India scores a bounty for Piaggio yet again. The Vespa retained its positioning as a timeless and ageless lifestyle classic that leverages its rich heritage and unique values to appeal to the finer emotions of the consumer. Piaggio now takes the Vespa experience one step ahead to deeply resonate with the fashion forward Indians who have a thirst for a luxurious lifestyle.

MV Krishna, Marketing Head, 2W, Piaggio Vehicles India, said, “It is our endeavour to showcase a whole lifestyle associated with Vespa and not regard it as a mere means of transportation. Vespa addresses individuals who are naturally different and who'd like to make a unique statement. Our target consumers make individual choices that reflect their self-image. Through our new print campaign 'Life by Vespa', we give our consumers a peak into the Vespa way of life, enthralling them with the Italian design and style that has remained relevant through many changing lifestyles. Our recent launch of the Vespa VX has helped us delve deeper into this segment and it has been the focal point of this campaign.”

Explaining the thought behind the campaign, Anuraag Khandelwal and Satish Desa, Executive Creative Directors, Soho Square, said, “How many times have we let our hearts take over our rationale? The Vespa life is about people who let themselves do just that. They are the set who have higher standards of aesthetic, aspiration and achievement. They respect heritage. The finer things in life matter deeply to them. They live the beautiful life not just because they have the means but because they have the hunger to. This campaign salutes those beautiful people, and reassures them that the Vespa is, indeed, a most appropriate way to embrace the world and all it has to offer.”

Credits:

Agency: Soho Square

Creative Team: Albert Barton (Senior Creative Director), Manu Gupta (Creative Director)

Account Management: Samrat Bedi (Head of Office), Mohit Ahuja (VP), Shashank Lanjekar (Sr. VP, Acctount Planning)

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