Ducati Scrambler

Concept for Woven x Ducati

Ducati had a problem: while European sales were good, their Scrambler's UK sales weren't. They asked us to find out why and come up with a solution.

Our strategy team uncovered two key issues:

One. The brand looked too European: it was too bright and bold for the (more cynical) UK audience.

Two. Its target audience was too young. The Scrambler, with good reason, is relatively expensive. We needed to pitch it towards a maturer, wealthier demographic and psychographic.

But in making the Scrambler more British, we didn't want to lose Ducati's Italian heritage.

Hence our 'Feel Italian. Wherever you are.' concept, which says you can feel the Spirito di Scrambler on the gently cobbled streets of Frome — or while waiting for your hake and chips.

Good news: the client loved it.

Bad news: the budget fell through at the last minute. Ah, t'is often thus... But we like the work, so we're sharing a few scamps to see what you think.