The brand perception of Piaggio in Vietnam is premium, prestigious and fashionable. But as great as that sounds, Piaggio was having trouble differentiating itself from its competitors. So at the beginning of 2012 the brand launched a newly designed bike, the Liberty S, and a new positioning of "Pioneering Passion."
We were briefed to help build Piaggio brand awareness leveraging the "Pioneering Passion" positioning and to build engagement and emotional bonding between the users and the bike.
"Pioneering Passion" was a very ambitious stand to take. Indeed, it was a bold message: the brand "championed all those who declare themselves 'enemy of the ordinary,' those who 'dare to be different.'"
With a message like this, we felt it would never be enough for Piaggio to just say it. The brand needed to show that it pioneered passion. We believed the digital space would lend itself well in allowing users to interact a message like this.
There’s always a moment that evokes a person's passion and inspires them to live the way they want. We felt this was a fertile territory the Piaggio Liberty product could own, to be a source of support for that passion in the users' life.
So we launched “The Liberty Project,” an online contest that encourages users to submit ideas for their own adventures in life, a place for users to share their passions and actually have a real chance of realizing them for real.Launch Site »