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
