Moto Scooto

Challenge: Introduce a brand new retailer with an unfamiliar product to the rust-belt.

Strategy: Say “scooter” to most people and they either think of the “Jazzy” electrified wheelchair- or “Vespa.” This scooter shop wasn’t going to carry Vespa, instead breaking in with low-price/low-quality Chinese scooters. They needed something that gave them a bit of that Italian mystique

Why it Worked: The name rolls off the tongue, sounding Italian, without having to over the big noodles for the Italian brands and their over-priced aura.

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