Fancy OOH campaign for Stylish Vespa Scooters

Vespa Scooters, a leading lifestyle scooter brand has rolled out a stylish OOH campaign to launch their new Vespa Vx Scooter as the premium lifestyle product & a style statement. Percept Out-Of-Home agency handled the outdoor mandate to launch the product. The OOH campaign has been rolled to compliment the company’s print campaign and created a larger-than-life image of the Brand’VESPA’ through their innovative ideas and initiatives to create an effective OOH Campaign in the selected markets. The campaign also communicated the idea “Life by Vespa by showcasing the Vespa Vx as a premium lifestyle product & a style statement for the Aspirational Indian looking for exclusivity over conventional practicality. The pan India OOH campaign has been executed primarily focusing on larger cities targeted at SEC A Youth, aged between 18-25 years and was executed for a variable duration based on market priority.
 
The initial brief shared by the client was later translated into a more detailed research by the team Percept – OOH, which threw some interesting insights on the socio-eco realities of each city along with the use of the proprietary planning tool that helped to understand the TG touch points (PROGRAM). Also owing to the brand personality, the Percept-OOH team suggested only premium & clutter free large format mediums in the shortlisted locations in order to stand out of the clutter. Mall facades were also taken in select malls where footfalls were high.
 
M. V. Krishna -Associate Vice President- Marketing (2W), Vespa India says, “The primary objective was to expand the reach of our communication using the Vespa OOH campaign.  Vespa has a unique’Lifestyle’ and’Premium’ positioning which meant that the sites had to be carefully selected for optimum exposure of the TG to our “Life by Vespa communication.
 
He further adds, “Percept successfully carried out our brief which was to provide sites at prime and premium locations which fell on routes taken by our TG, i.e. the aspirational youth who identified with the premium and lifestyle positioning of the Vespa. The Vespa OOH campaign was hugely successful in providing further stimuli to boost awareness towards our brand.
 
Rajneesh Bahl – CEO, Percept Out-Of-Home elaborates, “We are privileged to be associated with a world renowned brand’Vespa’. I am extremely pleased, the way campaign has panned out especially in the smaller markets which is always a challenge as they are media dark. We have delivered what we had committed at the time of signing off the campaign and the success is credit to the cumulative effort of the team working on this account.
 
Team Percept Out Of Home worked round the clock to make the campaign a huge success.