Vespa: Once upon a Vespa

This case study describes how Piaggio, the motor-scooter manufacturer, used Facebook to help launch its Vespa scooter in India.

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...

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