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Story of a real icon – The Ad Store New York

Story of a real icon

Communication on the fast lane


Creativity on two wheels

The Piaggio Group has been able to transform a brand like Vespa in a real cult. Evolving, while at the same time keeping the legend alive: this was the agency’s communication challenge. Our partnership with Piaggio saw the development of a diversified strategy for each country, in which Vespa is sold through a series of specific creative concepts that would convey the values of contemporary lifestyle. Using a voice and tone that New Yorkers would relate to, we created a whole campaign promoting the new Vespa, while focusing on the advantages of riding a Vespa in NY, in a smart and ironic way.