Piaggio Liberty is the high wheel scooter from the house of Piaggio. The same Piaggio that manufactures Vespa. 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.

The strategic objective is to increase engagement (time spent) with Liberty’s online assets and content.

The campaign goals were

Generate leads and awareness

Increase followers

Drive brand image enhancing conversations

Liberty needed to stir-up the market in order to connect with a younger audience. Most brands see this audience as a hard-to-reach target and difficult to convert. For Liberty this challenge was the opportunity.

IDEA - LIBERATED LIBERTY

The idea was to give up creative control to a series of artists and let them articulate the WE LIBERTY brand philosophy and vision. Instead of a talk-to-consumers approach we used a let-consumers-design approach.

No guidelines or guardrails, it had to come purely from their artistic vision, and it had to be their own expression. In their voice, in their tone. Unrevised.​ Unaltered.​ Unapproved.​ We have turned our social platforms into a ruleless playground.

They came up with an inclusive concept - WE LIBERTY and let their imagination fly.

For this concept, we collaborated with various digital artists, graffiti artitits, DJs, Fashion designers, singers, street artists and so on, for the entire year. And this is still going on.

The artirts created long form videos, short clips, visuals, instagram posts, FB posts, Immersive Events, digital experiences, Virtual reality experiences and NFTs.

The strategy uses the scooter’s risqué colors to draw the attention of a community who were non-conformists but trend setters for a younger generation. 18 to 30 year olds in Vietnam, really dares to express themselves. For them conventions are boring and dull. They were extremely picky about the brands they supported and would not gravitate towards conventional marketing campaigns.

To re-connect with a younger audience and stand out in a hyper-competitive mobility market of Vietnam is not an easy feat. But we were up for the challenge. Living up to our name “Liberty”, we took the road less traveled and set the brand free. Where others would have shouted out loud, we gave the mic – and the freedom – to the people who truly embodied our philosophy. From just another scooter brand, we became a co-creator with our audience.

The campaign was designed exclusively for mobile.

Since mobile is the on-the-go creative tool for Picky Supporters.

Especially when it comes to supporting ideas and sharing content.

Mobile first strategy helped us open the brand to multiple audiences and allow our users to participate using the design apps on their mobile phones.

The only thing we did as a brand was to tie up with a digital art community called the antiantiart movement. From this point onwards the community took over. More digital artist joined the collaboration. each one improvising with their own unique and individual style. And each creation started getting noticed organically.

By doing “nothing” as a brand, we gained everything:

Generated over 28.5 million impressions;

Sparked over 2 million brand conversations;

Reached over 5 million potential buyers within the Liberty target, equivalent to 70% of our total target universe;

High 25% engagement rate on Facebook and Instagram (unheard of in the scooter segment);

Over 2000 potential buyers messaged us to ask for more information about the product;

And finally, following our campaign, Liberty saw