Hello Vespa Communication Strategy
A digital initiative created to bridge classic two-stroke Vespa owners with the newer four-stroke Vespa lifestyle through content, strategy, and community engagement.
Project Overview
Hello Vespa was developed as an initiative for PT Meta Dwiguna Transcorp to strengthen its digital presence and connect more deeply with the Vespa community in Indonesia. The project was created as a bridge for owners and enthusiasts of classic two-stroke Vespa engines, introducing them to the experience, convenience, and lifestyle appeal of the newer four-stroke Vespa line.
Rather than approaching the audience with a purely product-focused message, Hello Vespa was designed as a communication platform built around culture, content, and community relevance. Through digital assets, video production, and communication strategy, the initiative helped Meta Dwiguna Transcorp become more visible in the digital space while taking part in various scooter-related activities across the nation.
The Brief
The main challenge was to speak to a loyal and passionate classic Vespa audience without disconnecting them from the identity they already loved. The communication needed to respect the character of two-stroke Vespa culture while opening a new conversation around four-stroke Vespa ownership.
Our approach focused on building a friendly and relatable digital initiative that could make the transition feel natural. The strategy combined storytelling, community touchpoints, and visual content to present the four-stroke Vespa not as a replacement for the classic experience, but as an additional lifestyle choice for riders who wanted comfort, reliability, and a new way to enjoy the same Vespa spirit.
What We Delivered
-
Digital Assets Development
A set of digital communication assets designed to introduce and support the Hello Vespa initiative across online platforms and scooter community touchpoints.
-
Video Production
Video content crafted to communicate the lifestyle, accessibility, and riding experience of the four-stroke Vespa line in a way that felt relevant to existing Vespa enthusiasts.
-
Communication Strategy
A strategic communication approach built to bridge heritage and modernity, helping the brand engage two-stroke Vespa owners while introducing them to the four-stroke ecosystem.
-
Community-Oriented Positioning
A content direction that connected the initiative with scooter activities across Indonesia, strengthening Meta Dwiguna Transcorp’s popularity in the digital and community space throughout 2016.
Want a campaign that resonates?
Let’s craft seasonal campaigns that connect your brand to the moments that matter most to your audience.