Piaggio

Egypt’s tuk-tuk market does not respond to advertising language. Purchase decisions are peer-driven and made in the driver’s own vocabulary, in the street and the garage rather than the showroom.

So instead of writing at that audience, BRANDIZER borrowed something they already owned. A market scan identified a track with deep equity in the community — Risha Costa and Samara’s Howa Elli Meganieni. We rewrote the lyrics around Piaggio’s product benefits, kept the melody intact, and put the result on mass TV across Upper Egypt and the country’s mobility hubs, supported by three years of social campaigns.

This project forms part of the wider Raya Auto programme, where the same team ran two campaigns on opposite logic for two opposite markets.