Piaggio Liberty: We liberty

Piaggio Liberty, a scooter brand, collaborated with a digital art community in Vietnam to promote its scooters among a younger audience.

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...

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