The Ask:
An automotive campaign to launch the latest Vespa Primavera 150S to the Canadian market. As cars become more unaffordable and parking spaces dwindle, the Primavera 150S is the perfect bike for short-range commutes in busy metropolitan cities.
The Insight:
People like to own things that make them feel unique. And, there’s nothing that looks quite as unique as the Vespa.
The Vespa silhouette is iconic and its colours are simple, fun & classic.
So how can we capitalize on Vespa’s unique look and get people excited for a ‘last mile vehicle that is beautiful to look at and more importantly, fun to ride...
The Idea:
In a sea of boring blacks, whites and greys, stand out from the crowd with the Vespa. An online and outdoor campaign that shows the Vespa ‘bursting into colour’ in different cities across Canada.
KEY VISUAL
Artwork #1
As the bus wrap ad, Vespa could appeal to people who are stuck in their own boring vehicles and help see themselves in a Vespa.
Web Banner on entertainment website ‘Hello!’
Instagram Story Ad
Artwork #2
