Vespa-ing was conceptualised to position Vespa as a fun, desirable mode of transport for South Africans, to grow the Vespa SA Facebook page in a meaningful way and to encourage aspiring Vespa riders to engage with the brand.

Giveaways were offered via the Vespa SA Facebook page, with a grand prize of a Vespa LX 150 valued at R60 000. Participants were challenged to assume the iconic Vespa-riding position, with no limits on creativity.