MUMBAI: Dentsu Webchutney has created a digital campaign for Piaggio India’s trendsetting Vespa Red that was launched the month of October last year. It is an extension of its existing global collaboration with Red, an organisation that partners with global brands to create awareness and support the fight against HIV/AIDS.
The sale of each Vespa Red, which was presented by Actor and UN Women Goodwill Ambassador, Farhan Akhtar, at the launch event, contributes to financing Global Fund to fight AIDS in India.
The digital campaign for Vespa Red kicked off with a series of teasers, creating excitement about the collaboration and introducing Red while educating audiences on the significance of this charity and the partnership.
On the day of the launch, Farhan Akhtar held a Facebook Live session. This was amplified via influencer activation. The campaign received average engagement of over 80 per cent across platforms by the audience. The brand received 11K impressions on the day.
Dentsu Webchutney Mumbai EVP and branch head Nishi Kant says, “The team couldn’t keep calm since the day we received the brief. Our pitch was one of the finest that we have produced so far. We had great fun working on these two campaigns as the brand that appeals to a young, sporty, fun-loving audience and has a tremendous heritage value as well. This is going to be a great ride and here’s to many more such campaign.”
Aprilia, which is renowned the world over for its unmatched racing heritage, entered the Indian market with its first made-in-India, made-for-India, crossover product - Aprilia SR 150. As a new entrant, the primary objective of the campaign was to create brand awareness. The media strategy was based on the same. First up – to increase visibility and awareness. To achieve this, impact properties were focussed on.
The campaign received more than 100 million impressions from Aprilia’s launch film. Organically, 14K followers were added to the Facebook page. This, coupled with a planned influencer activity across relevant categories, saw an increase in engagement by 39 per cent.
