This campaign includes print, experiential, and video. The goal with this campaign was to market Vespa's new Elettrica model, which is all electric. The campaign features redesigns of "electric" album covers including Electric Avenue, Electric Feel, and Electric Love. The experiential experience takes the form of an outdoor concert. It would feature "electric" songs and each ticket would also function as a raffle entry to win a vespa Elettrica. The video tells the narrative of a woman ditching her car for a Vespa Elettrica to the tune of Electric Slide.
Vespa: Integrated Campaign
Electric Avenue Print Ad
Do What you Feel Now - Print Ad; Secondary option for inspired t-shirts, and OOH concert event.
The below designs are OOH extensions from the “Electric Avenue” print ad. The “Do What You Feel Now” print ad would also have its own corresponding event materials like the examples shown below.
The extension includes t-shirts, tickets, concert bracelets, and a stage design for a Vespa sponsored concert. This event is an out-of-home experiential event and each event would be based off of a corresponding print ad, which essentially acts as a poster generating awareness for the event.
