Vespa: THE HEART PUMPER

Credits & Description:

Advertiser: NAZA PREMIRA SDN BHD
Agency: Y&R MALAYSIA
Category: Publications
Advertising campaign: THE HEART PUMPER
Photographer: (Wizard Photography)
Account Manager: Aina Fahmi (Y/R)
Designer: Emily Tan (Y/R)
Art Director: Gigi Lee (Y/R)
Copywriter: Jonn Dogra (Y/R)
Art Director: Joshua Tay (Y/R)
Creative Director: Joshua Tay (Y/R)
Account Supervisor: Lisa Hezila (Y/R)
Art Buyer: T L Tan (Y/R)
Advertiser's Supervisor : Terrence Duncan
Typographer: Kasey Chew (Y/R)
Designer: Law Kok Yew (Y/R)
Illustrator: Zelin Seah
Art Director: Emily Tan (Y/R)
Illustrator: Emily Tan (Y/R)
Executive Creative Director: Gigi Lee (Y/R)
Copywriter: Su-Yin Chong (Y/R)

Client Brief Or Objective
Our client briefed us to create a new Vespa helmet and motorcycle range product catalogue for 2013, targeting young working adults. They wanted something that’s different from other catalogues. Something that won’t just be picked up, flicked through, then thrown away.So, we had to do something new.

Implementation
The best way to talk to our audience was to start with basic Vespa core values. Italian heritage. Vintage. Classic. Style. And fun.All were key ingredients that helped explain how a Vespa could help its rider not only look cool on it, but also how it makes the rider healthy, inside and out.

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

Brief Explanation
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.