Aprilia Social Strategy

Aprilia embraces those who irreverently enjoy every moment.

In one line

A MotoGP brand that blended into the crowd, rebuilt around the irreverence it already had.

A new art direction — Aprilia Social Strategy — Execution · A new art direction

01 · Context

Aprilia was anonymous.

When we started, Aprilia was struggling to stand out among the other MotoGP brands. Its playful, irreverent tone had always been part of the brand, but you couldn't see it in the content.

Before — the existing feed — Aprilia Social Strategy — Before — the existing feed

02 · Proposition

“Aprilia embraces those who irreverently enjoy every moment.”

Tuareg — Aprilia Social Strategy — Tuareg

03 · Execution

New art direction, new tone of voice, new engagement.

We changed all of it at once. Changing one thing and leaving the rest would have looked like a mistake.

The art direction gave the feed a look you could recognise. The tone of voice let the brand sound like itself instead of a press release. And the engagement plan got people joining in instead of just watching.