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.
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.
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