Creativity on two wheels

The Piaggio Group has been able to transform brands like Moto Guzzi, Vespa and Aprilia in their cults. The agency’s communication challenge was to evolve while at the same time keeping the legend alive. In 2011, the Moto Guzzi repositioning strategy was on the brand’s heritage under the claim “Built with pride in Italy”, which marked its rebirth as successful brand. This communication journey went from Lake Como to Australia with an exceptional brand ambassador, Ewan McGregor.

For the 7 Piaggio brands, we developed of a diversified strategy for each one through a series of specific creative concepts that conveyed the values of contemporary lifestyle. We created innovative and highly technological international campaigns, such as Vespa LX3V’s and Piaggio X10’s, reaching a contemporary target.

Since the beginning, the challenge was to strategically identify a specific identity for each brand with the objective of building and defining a set of values that would appeal to the relevant target. So Moto Guzzi focused on heritage, Piaggio on innovation, Vespa became an icon and Aprila a synonym of performance.