Kenny Lim
Apr 14, 2010

Piaggio appoints Y&R as creative agency for Vespa in Vietnam

HO CHI MINH CITY - Piaggio Vietnam, a subsidiary of the Italian-based Piaggio Group, one of the world's leading manufacturers of scooters and motorbikes, has appointed Y&R as creative agency for its Vespa line of scooters following a six-way pitch for the account.

Piaggio appoints Y&R as creative agency for Vespa in Vietnam
Y&R Vietnam will take on advertising communications for all Piaggio brands, including the Vespa S, Vespa LX as well as Liberty, and will handle digital, above-the-line, strategic planning and activation activites.

The communications will aim to reinforce the brand’s Italian heritage, retro feel and unique selling point in the local market.

On the account win, Tarun Dhawan, managing director of Y&R Vietnam, said: “Winning Vespa was important for a number of reasons. It was our first pitch since we took office, and above all was an absolutely amazing creative opportunity. We are very excited and totally committed in partnering with Piaggio to grow in Vietnam.”

Travis Sorge, ECD of Y&R Vietnam, added: "It’s rare to get an opportunity to work on a brand like Vespa. It’s our endeavour to create an advertising campaign as iconic as the Vespa brand itself.”

Vespa was introduced in Vietnam in June 2009. In March, the brand launched its second model, the Vespa S, since it began operations last year.

Piaggio Vietnam is planning to produce over 50,000 Vespa scooters this year to boost expansion. Last year, the company, which makes 70 per cent of its bikes in Vietnam, earned US$85 million and produced 22,300 Vespa scooters.

Related Articles

Just Published

16 hours ago

Let your jeans age the way you do—gracefully

A new global spot for denim brand G-Star Raw uses deepfake technology to bring a man from his youth all the way to old age in under a minute.

17 hours ago

How brands can get noticed in hyper-socialised China

The market's fast-evolving digital and marketing ecosystem can be a blessing or a curse to brands. The CEO of DDB China Group and CEO of DDB Asia provide tips on how to navigate this challenging but lucrative opportunity.

18 hours ago

'People want to do more than shop online': Shopee's ...

Winston Goh, Shopee Singapore's head marketer, talks about going beyond transactional shopping experiences and creating diverse retail journeys.

1 day ago

Starbucks pulls brand out of Russia

The American coffee giant follows McDonald’s in exit following business suspension.