Product: Vespa Objective: Make Vespas a more appealing alternative mode of transportation by showing how much more fun and beneficial they are over public transportation. Target Audience: Males and Females age 18-35. Targeting primarily urbanites for the sheer convenience of owning a Vespa in the city; however, not limited to city-dwellers. Execution: Quite simply I want to place Vespa ads in places where people will view them as a beneficial alternative to their current mode of transportation. Placed at bus shelters, on billboards, and in subway trains, these ads will remind people there is a more fun and efficient way of getting around. A youtube channel will serve as a platform for customers to tell their Vespa love stories going from public transportation to a Vespa.
Vespa Bus Shelter & Billboard
Vespa Subway Ads
Commercial:: Below is a commercial video featuring the Flaming Lips song: Yoshimi Battles Pink Robots that shows a woman traveling through the city getting harassed by animated forms of public transportation. Song is very relevant to the target market.
Video: Close-Up of a girl’s face,
Video: Girl in Vespa rides into frame, an
Video: Moving shot of the girl driving
attractive and happy. Camera cuts to
animated Monster of a bus is waiting in
through traffic in a busy city street,
shot of her riding on Vespa through
the frame and growls and snaps as she
yellow taxis are growling and barking at
frame left to right quickly.
her as she rides by.
Audio: Flaming Lips “Yoshimi Battles Pink
Audio: Chorus of song begins; growl from
Audio: Chorus of song continues; barking
Robots Part 1” cues building slowly
from multiple taxis as she passes.
Video: Panning away from Subway
Video: Panning away from city girl on
Video: Vespa logo with tag: Ride Easy.
entrance two eyes are visible following
Vespa passes in and out of the shot.
Website fades in at bottom
girl as she drives by. Beast roars and
“Defeat Those Evil Robots” fades into
Audio: Chorus of song ends. Commercial
cartoon fire erupts from subway.
shot of city with curly playful font.
Audio: Chorus of song continues; Roar
Audio: Chorus of song continues.
from Beast in Subway.
Yoshimi Battles The Pink Robots Part 1 The Flaming Lips Yoshimi Battles The Pink Robots
Vespa Love Stories: The YouTube Channel will feature Vespa videos from loving owners such as Ilario Lavarra, who traveled from Alaska to Argentina by Vespa.
Vespa Youtube Channel
Born of a Vespa - Come nasce una Vespa
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