Vespa DM VESPA HEALTH by Y&R Kuala Lumpur

VESPA HEALTH
The Direct marketing titled VESPA HEALTH was done by Y&R Kuala Lumpur advertising agency for Vespa in Malaysia. It was released in Oct 2012.
Advertising campaign for Vespa

Vespa: VESPA HEALTH

Brand
Vespa
Media
DM
Released
October 2012
Posted
October 2012
Market
Malaysia
Industry
Motorcycles
Agency
Y&R Kuala Lumpur
Art Director
Emily Tan
Designer
Emily Tan
Illustrator
Emily Tan
Executive Creative Director
Gigi Lee
Creative Director
Joshua Tay
Copywriter
Su-Yin Chong
Copywriter
Jonn Dogra
Account Supervisor
Lisa Hezila
Illustrator
Zelin Seah
Typographer
Kasey Chew
Designer
Law Kok Yew Young

Credits & Description:

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

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

Implementation
We found out that young working adults want to look, and feel, good. Of course, the obvious answer would be to present them with the stylish Vespa. But we found a new, fun and more convincing way to sell Vespa.We showed them how riding a Vespa can help them keep fit and healthy. In fact, the more you ride, the healthier you’ll get.So we created a series of booklets featuring fresh, insightful health facts about the Vespa. We made riding each scooter, as well as using its accessories, into a great workout routine.

Execution
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.

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.