Piaggio appoints Y&R as creative agency for Vespa in Vietnam

Y&R Vietnam will take on advertising communications for all Piaggio brands, including the Vespa S, Vespa LX as well as Liberty, and will handle digital, above-the-line, strategic planning and activation activites.

The communications will aim to reinforce the brand’s Italian heritage, retro feel and unique selling point in the local market.

On the account win, Tarun Dhawan, managing director of Y&R Vietnam, said: “Winning Vespa was important for a number of reasons. It was our first pitch since we took office, and above all was an absolutely amazing creative opportunity. We are very excited and totally committed in partnering with Piaggio to grow in Vietnam.”

Travis Sorge, ECD of Y&R Vietnam, added: "It’s rare to get an opportunity to work on a brand like Vespa. It’s our endeavour to create an advertising campaign as iconic as the Vespa brand itself.”

Vespa was introduced in Vietnam in June 2009. In March, the brand launched its second model, the Vespa S, since it began operations last year.

Piaggio Vietnam is planning to produce over 50,000 Vespa scooters this year to boost expansion. Last year, the company, which makes 70 per cent of its bikes in Vietnam, earned US$85 million and produced 22,300 Vespa scooters.