The Brief

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.

Creative Execution

One of Vespa’s main core brand values is about enjoying life while riding. Our creative solution adds health consciousness to the mix, giving Vespa a fresh, new USP. It encourages Vespa owners to keep riding their scooters more often to improve their health. So Vespa not only makes you look good, but also makes you healthy, inside and out.

Describe the creative solution to the brief/objective.

We found out that young working adults want to look, and feel, good. Of course, the obvious answer would be to present them with the stylish Vespa. But we found a new, fun and more convincing way to sell Vespa. We showed them how riding a Vespa can help them keep fit and healthy. In fact, the more you ride, the healthier you’ll get. So we created a series of booklets featuring fresh, insightful health facts about the Vespa. We made riding each scooter, as well as using its accessories, into a great workout routine.

Results

The posters were a success. The showroom had quickly run out of catalogues while enquiries about various Vespa models increased. Test drive requests also grew. This resulted in a modest 2% sales increase over the last 3 months. Interest among our target group grew in size, while the promise of a healthier lifestyle brought in more mature clientele looking for fun. On top of that, it gave existing customers new reasons to ride, resulting in the growth of the existing Malaysian Vespa community.