Vespa: Once upon a Vespa
Vinkai Bhatia
Campaign details
Brand owner: Piaggio Vehicles IndiaAgency: OgilvyOne Worldwide (Ogilvy & Mather)Brand: VespaCountry: India
Executive summary
A legend, the longest-standing fashion icon, the embodiment of fashion unchanged: the Vespa. Born in 1946, this utilitarian scooter became a style statement in itself and has been able to influence fashion for decades. It imposed the stile italiano: from necessity to style, the recipe for the good life.
This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by...