#DoYouVespa Crowdsources Vespa Tales One Tweet At A Time

Vespa India has launched a Twitter contest to crowdsource Vespa Tales as part of its global campaign #DoYouVespa, with winning lines receiving miniature Vespa models

Vespa_do_you_vespa_ad

Brand storytelling is going places and how. Piaggio, maker of the iconic two wheeler brand Vespa has launched the ‘Do You Vespa?’ campaign, the Italian brand’s global campaign to associate Vespa as a way of life. While globally, the brand has been asking proud Vespa owners to share their stories, here in India the communication is centered around building aspiration for the iconic brand.

“Do you Vespa?” in a way seeks to celebrate living in the moment, while pursuing a passion. The new ad film conceptualized by BBH India and produced by Hectic Content, aims to capture that spirit of individualism.

A young guy is shown relaxing in an inflatable pool on the roof of a skyscraper while the super reads ‘Do You Tick Tock’. Next a girl is shown painting little bricks wherever the concrete is chipped off on a wall while the super reads ‘Do You Fantasy’. ‘Do You Me’ features a girl creating her palm print on wet concrete in a building. In ‘Do You Heart’, a man running towards a border post finally crosses the barricade at the check-post into the other side. His T-shirt reads – ‘Love Without Borders’.

A social media campaign was conceptualized and executed by DigitasLBi to drive views and spread the story. The Vespa India Twitter handle has promoted a Twitter contest today hashtagged ‘#DoYouVespa’. Participants need to watch the new ad and create a story that personifies the ‘Do you Vespa’ spirit, one tweet at a time.

While the brand will provide the opening line for the story featuring any one of the character in the ad, participants have to take it further with their tweets. Every 45 minutes, a winning line will be chosen from the tweets, which will then form the next line of the story. Every story will be made up of 7 winning lines and the campaign will have created 4 stories over 2 days on Twitter. The 28 winners will receive miniature Vespa models, of which 4 lucky winners will receive gift vouchers too.

Interesting tweets shared by the participants have generated some amazing tales around Do You Vespa.

Vespa India’s Facebook page has also shared the Twitter contest with its more than 495K fans.

Weaving Vespa stories with fans

Vespa entered India back in 2012 with the ‘Once upon a Vespa’ campaign, where it largely built awareness on the brand’s legendary history. A contest then focused on the brand’s origins, its impact in the world of two-wheelers and influence on popular culture, while building brand aspiration in the country. The new brand communication now takes the story forward by asking the consumer, ‘Do You Vespa?’

Vespa has given the baton in the hands of the consumer; crowdsourcing tweets to create Vespa tales has helped create meaningful engagement as well as given the opportunity for consumers to get creative. It is good to see the Vespa story being weaved with the help of the community, rather than have the brand instilling the Vespa spirit.