Client: Ducati Motor
Brand: Multistrada 1200
Date: April 2010
Description: 1st Semester Campaign – New Brand Introduction
What is The Brand?
The Multistrada 1200 is a motorcycle manufactured by Ducati since 2010. The engine is a retuned version of the Testastretta from the 1198 superbike, now called the Testastretta 11° for its 11° valve overlap (reduced from 41°). All models include throttle by wire, selectable engine mapping (full power with sensitive or relaxed throttle response, and reduced power with relaxed throttle response) and traction control adjustable through eight levels. S models also include ABS (optional on standard model) and electronically ...view middle of the document...
The list of our bikes' victories is proof of the value of our working philosophy: in the World Superbike Championship, Ducati has won 15 out of the last 18 Riders’ titles and 16 Manufacturers’ titles, while in the 2007 MotoGP championship – less than four years after Ducati’s debut in the series – our Desmosedici GP7 topped the world Riders and Manufacturers’ rankings
Line Up Product & Positioning
Specifications of the Motorcycle:
* 1198cc V-twin, desmodromic valve
* The V-Twin engin
* 220 kg
* 150 bhp engine output
* Full adjustable traction Control (8 steps)
Problem Highlights: Ducati is trying to compete in the market as a multi-purpose dual-sport motorcycle like BMW GS. The first 2 models didn't really gain much of a success. As of in 2010, Ducati is putting the engine of 1198 into the new Multistrada.
What do we want this advertising to do?
Strengthen the awareness and make a clear identity of the new Multistrada product. Ducati’s new Mutistrada is said to be the new benchmark in production of multi-purpose dual sport motorcycle.
Who are we talking to and what insight do we have about them?
M 30-45. SES A+ Urban, Executive.
Urban riders; that love speed and agility. Adventurer spirit Rider
How do we want them to describe the brand, how would they talk about its essence and its personality?
Speed, agility, multi-purpose motorcycle. We want them to feel the world in their own way.
What is the single important things we want them to take out this advertising?
Multistrada 1200 endless Transformation.
How Can we make it believeable?