Presentation I did for Advertising 304 - Art Direction 1

1. Vespa
ART DIRECTION I
Adrienne Andaya

2. Creative Brief

3. Situation overview &
Business background
• VESPA is the ultimate retro
accessory
• Marketed to the “beautiful,
young, fashion-conscious
urban dweller”
• Cheaper, more convenient way
to get around rather than a car
• Your alternative or “second”
car

4. Marketing objective
• Stand out among its competitors such as Honda,
Yamaha, and Suzuki
• Invite others to become part of the Vespa brand
experience
• Create a personal relationship between brand and
its users
• Fulfill the emotional needs and desires of the target

5. Geography/markets
• It’s known all throughout the world – but that’s
not enough. Our aim is to be the top scooter
brand in every country Vespa is known for.
• Our focus is Vietnam and its scooter market is
TWICE as big as Europe’s and THREE TIMES the
size of that in the US. However, it only
approximately 2.5% market share and we would
like to change that

6. Target audience
• College students or young working adults
• Pressured to study, prone to stress and
sicknesses
• Busy lifestyles – often stressed, uptight, moody
• Anti-social, too focused on achievements

7. Current beliefs
“Everybody rich or poor in
Vietnam has a scooter; there are
35 million vehicles on the road.
Even people driving a Mercedes
also have a scooter. So it is
perceived as a way of getting
around, not a class-defining
product.”
- Constantino Sambuy
Head of Piaggio Asian operations

8. • If we can’t reach the target based on the
level of status or premium high class
quality it has compared to it’s current
competitors – we’d rather connect with
them on a much personal level
Key Net Takeaway
• We want people to remember us as a fun
and caring brand that sees our target
audience’s needs and provide a way for
them to have more fun, live life, and
create memories

9. Reasons to believe
• It’s convenient to ride
• Don’t have to worry about gas
• Easy to make your way through the
narrow and busy streets of Hanoi
• You can go anywhere
• The thrill, the freedom, the wind in
your hair experience can’t compare to
being contained within the car
• It’s perfect for a weekend getaway

10. Communication elements
• Logo, tagline, product, and short body to touch on reasons
to believe
• Integrated Marketing Communication campaign consisting
of cousin print ads, a social event, social media platform

11. Timing + budget
• To be discussed

12. Target Market

14. Inspiration

16. What’s the big idea?

17. Since “vespa” is wasp in Italian
it was named after the “buzzing”
sound it makes

18. And in modern slang, “buzz” also means…
noise hottest topic current
Gossip what everyone’s talking about

19. Because these things matter, we wanted
to play with the idea of
“What’s the Buzz?”

20. To relate to the
current target
audience

21. Whose always busy with studying

22. So we want them to
Get in touch
with the rest of the world

23. It’s about letting you
live wild
& be free

24. It’s your
perfectweekend getaway

25. Print Ads

26. ey know better than to lock
themselv in and study for
the weekend. Know about the
b t plac to go, with the right
crowd and the perfect ride.
Get the buzz with V pa.
v pa.com/getbuzzed

27. ey know better than to lock themselv in and study for
the weekend. Know about the b t plac to go, with the
right crowd and the perfect ride. Get the buzz with V pa.
v pa.com/getbuzzed

28. ey know better than to lock themselv in and study
for the weekend. Know about the b t plac to go with the
right crowd and the perfect ride. Get the buzz with V pa.
v pa.com/getbuzzed

29. Single-page magazine
spread

30. Double-page magazine
spread

31. Outdoor billboards

32. EXCLUSIVE VESPAS’
ONLY LAUNCH PARTY
Social Event

33. “Vespa: Get Buzzed”
Launch Party at one of
Ha Noi’s hottest clubs
Official Event Flag

34. Make a connection with the brand’s
audience and involve their interests

35. Create a lasting impression to maintain
current customers & attract new ones

36. Social Media
Platform

37. Viral message/Hook
Vespa:
Get
Buzzed
What’s buzzin’ this week?
Let’s welcome the month of June
with another bangin’ Vespa party
this weekend. Play the weekly
challenge to find out the details!
Viettel 3G

38. Vespa: Get Buzzed
App for iPhone/Android

39. Vespa Game

40. Invitation to Social Event

42. Thank You