Piaggio needed to launch the premium Vespa LXV scooter in Vietnam, where other brands offer scooters with better technical performance at a lower price. The LXV is a niche product that targets women who are well educated with high income, extroverted and enjoy a dynamic lifestyle.
Piaggio wanted to differentiate its offering versus competing brands, strengthen the Vespa brand image online, and position the LXV model as the most premium scooter available in the online area, linking to an already developed brand entrenched through print campaigns.
The key element of the digital campaign was a branded microsite featuring an interactive video. The campaign was also supported by OOH, web banners, social media, EDM, search and mobile.
The interactive video, in first person, invited users to follow a mysterious girl and play seductive games from room to room in a virtual Italian mansion in order to catch her. In the final stage, users needed to use the flash of a Polaroid camera to locate the girl in a garden. Each time users set off the flash, they would see the girl playing around an LXV scooter.
The campaign ran from 22 June to 7 August.
On average, users spent nearly two minutes interacting with the video on the microsite. Nearly 10 per cent of the audience visited the LXV product page after the interactive video.
With the campaign sitting on Vespa's branded official website, the microsite received more than 300,000 unique pageviews in a few weeks, with pageviews for the campaign accounting for 27 per cent of overall Vespa brand-site pageviews.
Piaggio’s Facebook fans increased by 10,000 to 41,000.
A majority of the audience (72 per cent) spoke positively of the LXV design and colourway selection on Facebook, with 55 per cent of those being on-topic conversations.
Approximately 400 LXV motorbikes were sold during the campaign period.
Client Piaggio Vietnam
Digital creative agency Sofresh
Creative director Emilie Veillon
Web designer Nam Tran
Interactive director Dat Pham
Flash developer Dung Le
Account managers Hoai Anh Phan & Han Nguyen
Video production team We Do That Stuff