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Aprilia unveils ‘FUNTWIN’ campaign for the SR 125

MediaInfoline February 23, 2018
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Aprilia launches their new marketing campaign – FUNTWIN, for its sporty SR 125. Targeting all Aprilia enthusiasts, the campaign has been rolled out across print, outdoor, television and social media platforms representing the brand’s philosophy of Designed for Racers, Built for Riders.

With the SR 125, Aprilia has extended its brand DNA to riders on the city roads. The new campaign reflects the recent phenomenon of twinning which is also a very popular trend on social media that likeminded people come across and identify each other through visible elements on them. What the Fun ideology of Aprilia brand takes this twinning trend to next level through an interesting Funtwin concept. The SR 125 is designed with longer seats & grab handle for higher comfort of 2 people and when you find your Funtwin you can take the fun to next level by riding an Aprilia. So now finding a twin is not just about finding a regular twin, but one with whom you can have connect & fun. Aprilia SR 125 will be offered at an attractive price point of INR 65,310 /- ex-showrooms Pune and will be available across Vespa and Aprilia dealership in India.

The Digital and Outdoor Campaigns showcase an Aprilia rider with his funtwin having a good time on the SR 125. This film will be launched exclusively with Youtube masthead on 24th February along with special benefit of Rs.5000 Paytm cash back when booked on Paytm Mall, available for all Aprilia intenders on 24th Feb ’18 for first 500 bookings. The new TV commercial showcases different scenarios where the Aprilia Rider finds his like-minded funtwin who becomes his/her partner in having double the fun. With cosy colours and upbeat music, the commercial opens with a young guy wearing a flattering cape riding on the SR 125 who comes across a young girl standing at the bus stop. The girl looks at him and takes off her jacket revealing her own cape underneath.  Having found her Funtwin she hops onto the SR 125 and they ride on.

In another scenario, a guy in a retro outfit walks into a music store, picks his favourite record and goes to the counter where he finds the guy at the counter having a similar taste in clothes & style. Realizing it’s his Funtwin they share a few retro dance moves and ride on.

In the final part of the ad, you see a girl beat boxing with a flock of enthusiasts grooving around her. In comes the Aprilia rider who sees what’s happening and walks in to start beat boxing with the girl only to realize that they are each other’s Funtwins. After sharing a few grooves together, they ride off on a SR 125. The ad also captures the bike from different angles depicting product USPs and ends with two new Aprilia SR 125s in Maize Grey and Blue Line colours.

Shedding light on the new campaign in India, Mr. Diego Graffi, CEO and MD, Piaggio India said, “Aprilia is known for its racing heritage and the specially designed for two SR 125 extends this appeal to a wider audience with its twinning USP. The related ad campaign launched epitomises the ideology of rides being better together with a Funtwin that truly mirrors your personality.”

Added Mr. Ashish Yakhmi, 2W Business Head, Piaggio India, “As a diversified Italian 2-wheeler company with iconic brands like Vespa, Aprilia and Moto Guzzi, we are always evaluating different approaches that challenge status quo and set new trends. With that philosophy in mind, we pride ourselves with the unique position we hold in the India market as a lifestyle brand. Hence, we tailor all our communication to resonate with youth which is looking to make a strong statement. The SR 125 campaign is one such example and will target relevant audiences across platforms for a wide reach.”

Commercial details –

YouTube link – Watch here

Advertising agency – Soho Square – Mumbai

Online Booking @Paytm Mall – Click here

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