Piaggio Medley

Mashing up the Beauty and the Beast of a Piaggio Medley

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Challenge

To introduce the new Piaggio Medley in the Vietnamese Market by targeting 30-39 successful young men and generating awareness + quality as the key equity and inspire + create interest/consideration.

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Strategy

Medley: a varied mixture of people or things; a miscellany.
Opening a new market segment: rich and technologically advanced, Medley joins the advantages of the high wheel with the comfort and the wealth of amenities of a higher class scooter. Medley, combines the modern values of rationality, technology and style.   Piaggio Medley is the best mash up of both worlds: the ‘beauty’ (design, curves, etc) & the ‘beast’ (Rim wheels, engine, etc).  Why compromise and choose when you can have both?  With Medley you will not give up anything. DON’T SETTLE!

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Execution

A series of Thematic Master Visuals that mash-up the two personas of our Riders along with a series of product focused visuals that highlighted the unique selling points of the Medley such as it’s engine.

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Results

Too fresh to have.

Scope

Creative Idea & Development

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