Via an interactive site and a Facebook page, 'Once upon a Vespa' gives users a tour of the brand's heritage, attitude and "love for the open road".
The contest, which kickstarted on 11 April and will run until 6 May, engages consumers by focusing on the brand's origins, its impact and its influence on popular culture. Prizes offered include a trip to Italy and Vespa scooters.
“With a brand like Vespa, we had to create an extremely immersive story around its iconic lineage and interesting anecdotes, which is what Once Upon A Vespa is all about,” said Prasanna Kulkarni, senior creative director at OgilvyOne Worldwide.
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