Vespa assigns OOH duties to Percept Out-of-Home

September 25, 2021 6:47 pm0 commentsViews: 11

Vespa India recently assigned Percept Out-Of-Home their outdoor mandate to launch new ‘Vespa Vx Scooter’. The Pan India Campaign with primary focus on larger cities targetted SEC A Youth, aged between 18-25 years. It went live during the first week of August and has been executed for a variable duration based on market priority.

Vespa Scooters have been a path breaker in the traditional & conservative Indian scooter market with its revolutionary style statements along with the performance. The brand has pioneered a highly potential yet a virgin category of lifestyle premium scooters in the ever growing Indian Scooter Market.

The Objective behind the campaign was to launch the New Vespa Vx Scooter as the premium lifestyle product & a style statement, which is a first in the 2 wheeler segment. Percept Out Of Home went ahead to launch the new Vespa Vx in select Indian cities to compliment the company’s print campaign and created a larger than life image of the Brand ‘VESPA’ through their innovative ideas and initiatives to create remarkable OOH Campaign in the selected markets. The campaign also communicated the idea “Life by Vespa” by showcasing the Vespa Vx as a premium lifestyle product & a style statement for the Aspirational Indian looking for exclusivity over conventional practicality.

The initial brief shared by the client was later transcended into a more detailed research by the team Percept – OOH, which threw some interesting insights on the socio-eco realities of each city along with the use of the propriety planning tool that helped to understand the TG touch points (PROGRAM). Also owing to the brand personality & the exclusivity of the Product, the Percept-OOH team suggested only premium & clutter free large format mediums in the shortlisted locations in order to stand out of the clutter. Mall facades were also taken in select malls where footfalls were high.

Commented M. V. Krishna -Associate Vice President- Marketing (2W), Vespa India,” The primary objective was to expand the reach of our communication using the Vespa OOH campaign.  Vespa has a unique ‘Lifestyle’ and ‘Premium’ positioning which meant that the sites had to be carefully selected for optimum exposure of the TG to our “Life by Vespa” communication.”

He added, “Percept successfully carried out our brief which was to provide sites at prime and premium locations which fell on routes taken by our TG, i.e. the aspirational youth who identified with the premium and lifestyle positioning of the Vespa. The Vespa OOH campaign was hugely successful in providing further stimuli to boost awareness towards our brand.”

Elaborated Rajneesh Bahl – CEO, Percept Out-Of-Home, “We are privileged to be associated with a world renowned brand ‘Vespa’. I am extremely pleased, the way campaign has panned out especially in the smaller markets which is always a challenge as they are media dark. We have delivered what we had committed at the time of signing off the campaign and the success is credit to the cumulative effort of the team working on this account.”

Team Percept Out Of Home worked round the clock to make the campaign a huge success.

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