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Creative Advertising

Vespa Feel

*COMING SOON*

As part of the UNSW x Piaggio Project, we created the Vespa Feel Campaign to launch Vespa's new Electric Scooter in the Australian market, with the distinct challenge of making an Italian staple relevant within the more laidback Australian culture.

We harnessed Vespa's transferrable philosophy of stylish individualism to make the brand culturally relevant to the new target demographic of environmentally conscious and technologically savvy young professionals. Through promoting not just a scooter but a lifestyle, of simplistically and minimalism, we created a fluid campaign that taps into modern Australian cafe culture and incorporated these core principals throughout our vehicle and accessory design, merchandise, social media campaign, community app and interactive advertisements.

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Core Concept

The core of our design and campaign concept is simplicity, whereby a sensory manifestation sells not just a scooter but an ideal lifestyle. This nucleus in combination with observational data on an increased environmental consciousness and unique cafe culture informs the central essence of our design which is modern, chic and minimal.

Australian cafe culture is a new found national identity, it is a contemporary and niche environment that values quality, presentation, care and simplicity. It is in this location we have embedded our campaign and has in turn influenced our textually driven design that engages the visual in an unexpected way whilst captivating other senses.

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Vehicle Design

The three core vehicles are designed with consideration of core cafe culture trends of bold rough textures and interplay between transparent and opaque hues. I developed the simplistic colour palette informed by market research and inspired by the Australian beach landscape.

The simplistic colours are diversified through the texturally driven design, whose textures I  selected from an audit of modern cafe aesthetics. This texture allows for a subtle and direct targeting of the niche demographic of environmentally conscious tech savvy young-professionals.

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Accessories & Merchandise

Streamlined with the visual identity of the scooter trio, innovative as well as environmentally friendly features were core design considerations: such as the inbuilt helmet speakers, as well as cup holders unique to our drink bottles and reusable coffee cups.

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Promotional Book

I personally developed a high end dealership book utilising the textures and subtle coffee-culture influence through a muted colour palette and playful textures of photographs of coffee stains and moving liquid.

The playful edge is amplified through the hyperbolic copywriting, tapping into the self-depreciating humour of the target market, aligning itself with the increasingly ad-adverse mentality, the advertisements speak directly to the market.

Copy examples: 
'tech savvy young professional can't stop telling barista about their new 0 carbon emission 4kw engine scooter'
'morning commuter looking suspiciously happy on scooter - secretly listening to motivational podcast'
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Interactive Advertisements

The bus shelter ads are dynamic interactive installations that target the core concept of simplicity both aesthetically and through exhibiting the values of sustainability and efficiency.
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Left Ad: Allows the public to enter a time period (day, week, year) and then displays the amount of of fuel used in other scooters compared to the Vespa Feel.
Right Ad: The handles of the scooter protrude from the 2D poster confides. With the inviting 'feel the breeze' consumers hold onto the handles and activate a breeze from the installed vents, creating a scooter ride simulation.

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Community App + Social Media‍

The community-based app Vespa Social,  creates a competitive yet interactive environment where individuals can immerse themselves in learning how much petrol/fossil fuel they're saving while using the scooter.

Integrating a social component to the app, people can view, share and link scores with their friends as well as see how they rank against individuals around them. Further, consumers can track their routes and share locations, paths and other content through the connect feature on the app. Engaging in this way promotes users to connect with the Vespa Feel community, connecting and sharing in a sustainable way.
**Some aspects of this project may be subject to confidentially agreements. Further details and my role in them are available upon request.**
So mysterious right... Is she playing hard to get? Trying not to get sued? who knows... contact me to find out more :)
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