During my study abroad experience my class was invited to by vespa to create a new marketing design for Vespa. Seeing as they had been marketing towards beach goers and surfers, they needed a new target audience.
Since around 600,000 student visas are given and about 4 million students go to university in Australia each year I figured a great target market was the the students in college or the graduated young workers coming out of college that may not be able to pay for a car no longer want to use public transportation.
I considered what a young professional would want from their vespa. Between work and social life, there are opposites that emerged. It had to look professional yet cool, efficient yet fast, modern yet cheap. That is why this new marketing strategy became the Vespa Bare because a bear and a wasp (Vespa in Italian is wasp) are opposites but this scooter is also a very clean and bare design. In thinking about the design, I thought about the chrome colors on iPhones, and how it used by both professional and younger people. Using this same chrome look, I would start a line of vespas, first with four colors, and then they would stretch out to other colors (possibly to even match with the colors of the iPhones). It would allow for possible future collaborations with apple as well. Below are the four words I used for my marketing strategy.
To match the Vespa's, there would be helmets, additional storage, and phone holders that can be bought to match each color of each vespa.
To make it easier to get around with a vespa, I also designed "Vespa maps" which would allow for the fastest route for vespas which may be able to go down thinner pathways or parks that cars are not allowed to go down. In this way, adding the additional advantage that a user might even get to their location faster than with a car.
A fold up brochure for advertisements around retail areas or to be mailed out to subscribers of the vespa website. Creating a folded up brochure would make the experience of finding out about the new vespas more dynamic and something that may be more memorable. Below I tried to depict how the brochure opens up.
When thinking about how and where I would advertise, I thought it would be cool to place a large ad where a lot of public transportation goes. What could be better than the Sydney Harbor Bridge where cars, trains, ferries, and busses all pass? This way I could target the market that is using public transportation to show that they can get home in a vespa much faster. I have spent time on Australias public transportation and it take quite a bit of time to get anywhere.