To connect emotionally with new audiences and energize the Vespa community
Challenge
On the occasion of Vespa’s 75th anniversary, the brand aimed to create an emotional impact, drive social participation, and build a memorable digital experience, while reinforcing its positioning as a symbol of freedom, style, and joie de vivre.
A treasure hunt with a Vespa as the prize and happiness as the excuse
The idea
Inspired by an oriental tale, we launched the campaign “The Key to Happiness”: a participatory, multi-channel game that invited people to collectively search for a symbolic key capable of starting up a Vespa… and with it, happiness.
The campaign was activated through the profile of illusionist Luis Piedrahita, who starred in a teaser video making “the key” disappear on his social media. From there, users had to uncover and complete daily challenges —both online and offline— to accumulate points and enter the grand prize draw for a Vespa and other experiences.
Gamification, challenges, and social media as drivers of participation
Execution
- A microsite was created with 75 squares, each linked to a challenge (photo, quiz, or QR).
- The challenges required uploading content to Instagram, tagging @vespa_es, and using the hashtag #VespaLaLlavedelafelicidad.
- Entries were automatically validated if they reached more than 25 likes.
- For every 75 points accumulated, users gained access to a notary-certified draw for the grand prize.
- Instagram filters and activations in “cool” spots across different cities were developed to strengthen the offline connection.
- All user-generated content fed into a collaborative Vespa Guide – Must Places to Go.
Prizes
- Grand Prize: a trip to Rome with a Vespa included, flights, hotel, and fuel
- 25 Vespa Style experiences valued at €50 each
Results
