Vespa

Reviving an auto classic for a new generation of style seekers.

Commissioned to deliver strategy for this iconic Italian automotive brand to help reverse declining consideration and aid retail franchisees target fresh new markets.

Primary market research uncovered key insights that led to an 18 month-long brand revitalisation project, a refreshed brand image for a new, younger, more style-forward audience, and an integrated campaign that blurred the boundaries of automotive, fashion and music.