KraftWorks has been selected by Piaggio USA to create a targeted advertising program for the Vespa brand in the US. The campaign will include traditional media but also viral marketing promotions (blogging should be already part of the effort). Neil Kraft, president and CEO of Kraftworks explained they won the account by submitting an imaginative photo essay entitled “Day in the Life of a Vespa”. Mr Kraft added this was the first time in the agency’s four-year history that they submitted an unsolicited pitch to a potential client. This confirms the fact the advertising world is getting tougher: if the mountain will not come to Mahomet, Mahomet must go to the mountain.
Steve Rubel announced this week on his blog that Vespa, probably the world’s most famous scooter, has launched its own corporate blog. Vespa is an Italian brand which probably became famous in the US through Fellini’s movies, and after a long difficult period on the market, decided to relauch in 2000. As explained on Vespablogs.com “Piaggio USA feels blogs are an ideal way to connect with Vespa brand loyalists and encourage them to become online evangelists“. What the FAQ point out perfectly summarizes the blogs’ marketing potentials creating a link between brands and consumers as well as providing cost effective evangelization.