Piaggio USA, Inc. has selected KraftWorks to lead a targeted advertising program for the Vespa brand in the U.S.
Designed to complement the Vespa ad campaign led by Piaggio's global agency of record, TBWA/Italia, Kraftworks' campaign will include traditional media and viral marketing promotions.
"This was the first time in its four-year history that KraftWorks submitted an unsolicited pitch to a potential client," said Neil Kraft, president and CEO of Kraftworks. “After hearing that Piaggio USA was searching for a U.S. agency, we were determined to partner with a company that stands for fun and freedom and the contemporary lifestyle.”
KraftWorks' client list includes Calvin Klein Fragrances, La Prairie, Voss, Cointreau, Aldo Shoes, Wonderbra, Playtex, Just My Size, Barely There and Bali.
Though they were not part of the original list invited to pitch the account, the company captured the attention of Piaggio USA by submitting an imaginative photo essay entitled "Day in the Life of a Vespa." The creative directors at KraftWorks chronicled a 24-hour cycle of activity for the typical Manhattan Vespa. The morning routine started with coffee at a cafe, then brought the rider to an ATM for cash before delivering him to the office. Next came a scenic lunchtime ride through Central Park and a few errands around town. Then came some R&R, dinner and dancing, and ultimately, a return trip home for the Vespa.
Piaggio USA awarded the account to KraftWorks because of "their unique approach coupling the stylish heritage of the Vespa with the vitality and modernity of urban life," commented Paolo Timoni, CEO of Piaggio USA.
Piaggio USA expects the first elements of the campaign to be introduced to North American Vespa dealers later this summer.
Copyright 2005 Powersports Business