Piaggio Medley
Mashing up the Beauty and the Beast of a Piaggio Medley
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.
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!
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.
Results
Too fresh to have.
Scope
Creative Idea & Development
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