Vespa's campaign for the new 150 cc range capturesemotion of a rider

Conceptualised by BBH India, Vespa's TV campaign reinstates the brand's longstanding position as a timeless icon of Italian lifestyle that transcends fads

BestMediaInfo Bureau | Mumbai | November 16, 2015

Click on the image to watch the TVC.

Vespa launched the new marketing campaign for its new 150 cc range. This advertisement campaign reinstates the brand's longstanding position as a timeless icon of Italian lifestyle.

The new campaign has stemmed from the simple observation that when someone owns a Vespa, the ride experience is amazing. The new Vespa 150 cc enables the sheer power at your disposal to take your city riding experience to the 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 concept creation of  'The Vespa Side'  has been created by BBH , the creative adaptation and extrapolation to digital media has been done by Ogilvy One.

The campaign captures the emotion of how a Vespa rider looks at the city when he is with the Vespa. It showcases the transformation of a city with the aura of the scooter brand. 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 'a powerful, stylish and adventurous side to the city which is represented through the lead model, a metro-sexual stylish macho man emanating power and style. Transformation of the city when the new 150 cc 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 150 CC 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 steel body and many more.

Stefano Pelle, Managing Director, Piaggio India, said, “Vespa's new campaign has been specially crafted for the new Vespa 150 cc 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.”

AshishYakhmi, 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.

Arvind Krishnan, Managing Director, BBH India said, "The Vespa, with its iconic design has always stood out on the roads and in people's minds. With the launch of the 150 cc we had the opportunity to bring out the other side of the Vespa, its performance. This beauty is also a beast."

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client Servicing, OgilvyOne Worldwide:

Kevin Jacob
Serena Paes

KartikKaushik

Creative Team, OgilvyOne Worldwide:
AnandGharat

Ganesh Shinde
Ajay Menon
Yatri Shah

Ogilvy One Animators:

ArunShourie
AP Arun

BBH Team :

Creative team :SapnaAhluwalia, Thaldevkaim, KarunasagarSridharan, YohanDaver

Production:StutiGuha

Account management:AbhishekChouhan, Monideepa Nandi

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