In 2005, Piaggio USA hired Cooper Katz & Co. (CK) to help them to increase recognition for their Vespa brand scooter. CK produced a campaign called “Vespanomics”, which was a communication proposal that intended to broaden Piaggio’s target market. The objectives of this campaign were widespread since Vespa felt they had a lot to accomplish in the United States. Piagggio and CK thought it was important to increase brand awareness, sales, as well as market share. One of Piaggio’s biggest selling points is that the Vespa scooters are environmentally-friendly, as well as able to help save gas money. Since the launch of the Vespa in the United States in 2001, gas prices have been sky-rocketing. Using this increase in price as a selling point is a great example of how CK applied current events to better the success of their client. Also, it CK was able to identify with the Vespa’s target market (which was the American public).
I believe that launching this product at a time when there is a lot of concern about global warming is an example of how CK used timeliness as a public relations strategy in their campaign. In comparison to the Department of Energy’s national average use of gasoline, Vespa could, “reduce national fuel consumption by 12 million gallons of gasoline per day and reduce carbon dioxide emissions by 324 million lbs. per day” (Vespanomics). There has been a recent interest in environmental concerns, which has been re-enforced by celebrities such a Sheryl Crow who recently sang on a “Stop Global Warming Tour” to raise awareness about the issue. Vespa could make it big in the next few years if the United States continues to become as environmentally friendly as European countries such as France, which now uses all florescent lighting in order to save energy.
For more information about the Vespanomics case study, visit:
www.prfirms.org/resources/case_studies/Marketing_Communications/2007/Cooper1.asp
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