Campaign Watch: Piaggio’s Vespa is a Classic Forever

Even before I start, a very special call-out to everyone who worked on the Vespa campaign. It is one of the most well designed online campaigns I have seen in recent times. Subtle, easy on the eye, high on creativity & impact. The online executions are clean and the black and white theme just stands out. It also helps that the brand has huge nostalgic value.

The Once upon a Vespa site takes the user through the story of the near iconic Italian brand’s journey, from its origins, and intelligently weaves questions across a range of themes as a part of a contest. Gratifications include a trip to Italy!

It’s certainly not your run-of-the-mill contest. Questions are rendered in an engaging format across themes like music, crossword, art. For example, check out the Vespa models hidden in the immersive line art drawing in the art themed section. The contest also incorporates Facebook Connect and clues to some of the contest questions are available on the Vespa Facebook Brand Page timeline. A great way to leverage the Timeline! Users can also create their own impression of the Vespa and publish on their walls. 


The Vespa India Facebook Brand Page is a meticulously created storehouse of information with brand stories since its inception. One of the best uses of the timeline that I have seen in India.  

Then of course, there is the Vespa India site that pitches the brand as the ‘new-age retro’. It offers all product related features and specifications of the scooter and everything you need to know if you want to buy one.

This is Vespa’s foray into the premium scooter market in India (frankly I didn’t know such a category existed) where they want to focus on the ‘pride of ownership’ and pitch it as a lifestyle product.

Great online campaign. Super executions. Highly recommended.