We had to find a new interesting approach. We discovered young working adults want to look, and feel, good. But style wasn’t enough.

Then we discovered a fun, convincing way to sell Vespas.

Looks matter, and health is part of that. We showed the target how a Vespa could help them keep fit and healthy. The more they ride, the healthier they’ll get.

So we created a series of booklets featuring insightful health facts about the Vespa. Explaining how riding each Vespa, while using its accessories, made for a great workout.

One of Vespa’s main core brand values is about enjoying life while riding. Our creative solution adds health consciousness to the mix, giving Vespa a fresh, new USP. It encourages Vespa owners to keep riding their scooters more often to improve their health. So Vespa not only makes you look good, but also makes you healthy, inside and out.

As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.