HO CHI MINH: Italian scooter manufacturer Piaggio has entered one
of Vietnam's most competitive categories, rolling out a launch campaign
to highlight the rich and glamorous heritage of its Vespa brand.
The print campaign appears in magazines and newspapers throughout the
country, which claims to have close to six million scooters and
motorbikes on the road.
Saatchi & Saatchi Vietnam created the campaign, which features long ad
copy designed in the shape of an original Vespa. The copy talks about
Vespa as the vehicle of choice for artists and movie stars in post-war
Europe. Paul Ewen, Saatchis creative director, said: "The advertising
for this category is very competitive. Fortunately for us, Piaggio and
its many brands have a very rich heritage which most other scooter
brands lack. We decided to focus on this proposition for our launch
brand ad."
Vietnam's scooter and motorbike market is currently dominated by
Japanese names - Honda, Suzuki and Yamaha.
