VESPA HEALTH by Y&R Kuala Lumpur for Vespa

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VESPA HEALTH

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Industry Motorcycles
Media Direct marketing
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Joshua Tay
Art Director Emily Tan, Gigi Lee
Copywriter Su-Yin Chong, Jonn Dogra
Designer Emily Tan, Law Kok Yew Young
Account Supervisor Lisa Hezila
Typographer Kasey Chew
Illustrator Emily Tan, Zelin Seah
Released October 2012

Credits & Description

Advertiser: NAZA PREMIRA SDN BHD
Agency: Y&R MALAYSIA
Category: Flat Mailing
Advertising campaign: VESPA HEALTH
Illustrator: Emily Tan (Y/R)
Executive Creative Director: Gigi Lee (Y/R)
Art Director: Joshua Tay (Y/R)
Creative Director: Joshua Tay (Y/R)
Designer: Law Kok Yew (Y/R)
Copywriter: Jonn Dogra (Y/R)
Copywriter: Su-Yin Chong (Y/R)
Account Supervisor: Lisa Hezila (Y/R)
Advertiser's Supervisor : Terrence Duncan
Art Director: Emily Tan (Y/R)
Designer: Emily Tan (Y/R)
Art Buyer: T L Tan (Y/R)
Photographer: (Wizard Photography)
Account Manager: Aina Fahmi (Y/R)
Art Director: Gigi Lee (Y/R)
Typographer: Kasey Chew (Y/R)
Illustrator: Zelin Seah

Outcome
As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.

Implementation
We found out that young working adults want to look, and feel, good. Of course, the obvious answer would be to present them with the stylish Vespa. But we found a new, fun and more convincing way to sell Vespa.We showed them how riding a Vespa can help them keep fit and healthy. In fact, the more you ride, the healthier you’ll get.So we created a series of booklets featuring fresh, insightful health facts about the Vespa. We made riding each scooter, as well as using its accessories, into a great workout routine.

Client Brief Or Objective
Our client briefed us to create a new Vespa helmet and motorcycle range product catalogue for 2013, targeting young working adults. They wanted something that’s different from other catalogues. Something that won’t just be picked up, flicked through, then thrown away.So we had to do something new.

Execution
One of Vespa’s main core brand values is about enjoying life while riding. Our creative solution adds health consciousness to the mix, giving Vespa a fresh, new USP. It encourages Vespa owners to keep riding their scooters more often to improve their health. So Vespa not only makes you look good, but also makes you healthy, inside and out.