Piaggio – The Art of the Motorbike

Piaggio needed a bold new campaign to raise awareness for it’s new Piaggio Liberty. This campaign did so by enabling Vietnamese youth to express themselves through the choice of their motorbike. 

Challenge

Piaggio was better known as a company and not as a brand. Furthermore, its brand awareness was competitively low. Our challenge was to build and communicate a bold positioning for Piaggio as a brand through the launch of Piaggio Liberty.

art of motorbike

Strategy

We explored the relationship young urban adults had with their motorbikes. They were at a stage where they viewed life as a playful adventure filled with new experiences. Their motorbike was all about self expression; it was how they expressed their identity in the world and their desire to be original and pioneering. Piaggio Liberty brought this spirit to life through a positioning based on values such as self expression, freedom and creativity.

Execution

‘The Art of the Motorbike’ is a documentation of four artists from different parts of the world who are invited on a journey in Vietnam. Their thoughts, values and ideas are freely expressed as art on the Liberty bike and their stories were captured and shared. Complementing these stories was a social campaign featuring credible sources and local KOLs sharing their stories. We engaged the audience with a digital activation that invited consumers to express their personalities by submitting photos and videos of their design on their Piaggio.

Results

Sales target for 6 months was achieved in 3 months.

Explore more from Vietnam

  • Piaggio

    09 Jun Piaggio – The Art of the Motorbike

    Piaggio needed a bold new campaign to raise awareness for it's new Piaggio Liberty. This campaign did so by enabling Vietnamese youth express themselves through the choice of their motorbike. ...

  • NutriBoost-IronMan

    05 Jul Nutri Boost – Iron Man

    To make the product that is known target mums for their kids relevant to young male consumers. a Nutriboost was positioned as a 'quick fix cure' that gives young men the energy to face everything that is thrown at them through a demanding day. ...

  • 03 a

    03 Jun Google – Love Your Language

    Google Translate provides free translation in 90 languages, but for those that don’t have much presence on the Web, like Myanmar, Bengali, Vietnamese and Thai, it could use a little help to boost the translation quality. This is where the Translate Community tool and passionate language speakers were called to make a difference. ...