Vespa S
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | April 2008 – March 2009 |
Start of Advertising/Communication Effort: | April 1 2008 |
Base Period for Comparison: | April 2007 – March 2008 |
a) Synopsis of the Case
Vespa is a great product and a great brand, with a focused, well-defined target audience. They tend to hate advertising, but this case still demonstrates the power of advertising, while highlighting efforts that do not feel like advertising.
The case—for the 2008 introduction of the Vespa S—involves a true understanding of the brand's core meaning and an appreciation for the audience's lifestyle. It introduced strange...