Piaggio recently kick started its ‘Do You Vespa’ campaign on social networking websites with the launch of the Vespa S. Now, to reach out to a larger audience, the Italian manufacturer has extended this campaign to television with a new TV commercial.
Piaggio claims that the advertisement is aimed at giving a 'new more modern and relevant brand direction for the iconic Vespa'. Since being launched in 1946, Vespa has stuck to a retro old-school styling for its scooters, which has now become a big part of its charm. The traditional design has attracted a cult following and the company has planned to attract customers with this appeal.
Speaking about the campaign, Mr. Ravi Chopra CMD, Piaggio said, “This is a global campaign for Vespa. A brand like Vespa goes beyond just the category it operates in and presents an ideology – a way of life. There would be those who identify with it that end up being Vespa riders. The campaign gives a perspective on the Vespa ideology and aims to attract more fans.”
Vespa’s currently sells three scooters in the Indian market – Vespa LX, Vespa VX and Vespa S. All these are powered by four-stroke single-cylinder engines, churning out 10bhp and 10Nm of torque. They come in a host of funky paint schemes like orange, yellow, red, white and black.
