Campaign Objective: The purpose of this campaign is to raise brand awareness of the Vespa Elettrica, in particular by targeting London Millennial commuters. To promote the brand as the ideal mode of transport for commuting and nipping about town. Ultimately to sell the Elettrica as a lifestyle choice, that will allow each rider to enjoy feelings of freedom, fun, and adventure, whilst respecting the environment.

Campaign Strategy, Tactics & Action: The main idea behind this campaign is based on persuading the target audience that the Vespa Elettrica is a mode of transport that will enhance their lifestyle. To own and ride an Elettrica will allow them to experience wonderful feelings of happiness, adventure, and freedom. Targeted advertisements will be strategically positioned for commuters to view as they journey through London, encouraging them to, ‘Rethink’ their daily commute.

The strategy behind this campaign is based on feelings and emotions. In his book, Experiential Marketing: How to get Customers to Sense, Feel, Act, and Relate to Your Company and Brands, Bernd H. Schmitt, speaks about lifestyle marketing. He discusses looking beyond the functional features of products to how products make customers feel emotional and how this approach to advertising can be a huge success. His theory is termed, ‘Feel Marketing’, and suggests that if customers are encouraged to anticipate positive feelings relating to a product in their minds, they will use those feelings as part of their decision-making process.

Further weight to this theory is how emotional connection plays an important role in the choices we make as consumers. When evaluating brands, consumers primarily use emotions and personal feelings rather than information such as brand attributes, features, and facts to make product choices.