Title | VESPA HEALTH |
Brand | NAZA PREMIRA |
Product / Service | VESPA |
Category | A02. Posters |
Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Advertising Agency | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Lisa Hezila | Y/R | Account Supervisor |
Aina Fahmi | Y/R | Account Manager |
T L Tan | Y/R | Art Buyer |
Kasey Chew | Y/R | Typographer |
Law Kok Yew | Y/R | Designer |
Emily Tan | Y/R | Designer |
Emily Tan | Y/R | Illustrator |
Zelin Seah | Illustrator | |
Wizard Photography | Photographer | |
Joshua Tay | Y/R | Art Director |
Gigi Lee | Y/R | Art Director |
Emily Tan | Y/R | Art Director |
Jonn Dogra | Y/R | Copywriter |
Su-Yin Chong | Y/R | Copywriter |
Joshua Tay | Y/R | Creative Director |
Gigi Lee | Y/R | Executive Creative Director |
We had to find a new interesting approach. We discovered young working adults want to look, and feel, good. But style wasn’t enough. Then we discovered a fun, convincing way to sell Vespas. Looks matter, and health is part of that. We showed the target how a Vespa could help them keep fit and healthy. The more they ride, the healthier they’ll get. So we created a series of booklets featuring insightful health facts about the Vespa. Explaining how riding each Vespa, while using its accessories, made for a great workout.
Our client briefed us to create a new Vespa helmet and motorcycle range product catalogue for 2013, targeting young working adults. They wanted something that’s different from other catalogues. Something that won’t just be picked up, flicked through, then thrown away. So we had to do something new.
The best way to talk to our audience was to start with basic Vespa core values. Italian heritage. Vintage. Classic. Style. And fun. All were key ingredients that helped explain how a Vespa could help its rider not only look cool on it, but also how it makes the rider healthy, inside and out.
As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.