We Liberty

Challenge:

The young generation of Vietnam are non-conformists. They walk their path and yearn for the opportunity to express their individuality.

Strategy:

More than just highlighting the product’s style and functions, we spread the Liberty spirit of self-experimentation through consumers’ passions and communities.

Idea:

The idea is to create a playground named We Liberty for young Vietnamese artists to experiment and express their individuality through art.

Execution:

Liberty collaborated with Antiantiart, the leading artist in the community in Vietnam to pioneer a series of disruptive and unique content to inspire the art community to submit their artwork.

Result:

+5M reach 70% of our target audience.

+2M brand conversations

+2000 potential buyers inbox Piaggio