Vespa: Once upon a Vespa

This case study describes a campaign by Piaggio, the scooter manufacturer, to launch its Vespa brand in India, by targeting 25-35 year old men.

Piaggio Vehicles: Once upon a Vespa

OgilvyOne Worldwide Mumbai

Entry Information

Country where program ran: IndiaProgram start date: 04/20/12Program end date: 05/20/12Advertiser/Client Name: PiaggioProduct/Service Description: 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 was able to influence fashion for decades. It imposed the stile italiano: from necessity to style, the recipe for the good life.Category: Automotive (AU)

Strategy

Business problem

The 2 wheeler industry grew at the rate of 8.27%* in...

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