Campaign details
Brand: PIAGGIO LIBERTYAgency: CLICKRegion: APAC
Strategy
Objective
World over Piaggio's Liberty brand is amongst one of the most loved and sold. But in Vietnam Liberty was not seen as a cool-enough brand by young buyers. Vietnam mobility market is hyper-competitive. To attract a younger audience, Piaggio - Liberty needed to re-draw its brand philosophy. The brand used art and color to reposition itself and improve brand health metrics dramatically post-campaign.
Piaggio Liberty is the high wheel scooter from the house of Piaggio. The same Piaggio that manufactures Vespa. World over Piaggio's Liberty brand...