Vespa

Vespa was one of the most difficult brands in the Battlefield Motorcycles brand portfolio to do justice to, though it's one of the coolest. My ads sought to raise interest and conversion in current dealership customers, who were predominantly Harley-Davidson loyalists, but who might want to purchase one for a family member or learning rider. The marketing team believed that distributing ads which fully represented the Vespa brand might alienate current customers too much, so the ads I made were a kind of Harleyfied Vespa concoction, though I delighted in adding more groovy elements.

Our primary channels for Vespa ads were through email marketing, as it remained one of the most effective ways to generate WOM among H-D consumers, and also Instagram, to reach a more hip audience.