• by Karl Greenberg , May 4, 2009

Piaggio Group Americas, Inc. is launching a new Web campaign for its Vespa scooter brand. The effort, which runs through June, comprises marketing elements on 120 music, electronics, art, conservation and auto-enthusiast sites. Part of Vespa's "Vespanomics" campaign, the ads use twin theme/tag-lines: "Turns on a Dime, Runs on a Nickel" and "Smart Looks, Smarter Purchase."

The Web ads direct consumers to a new series of branded Vespa "radio stations" at Web-music channel Pandora.com, with a sweepstakes offering a Vespa S 50 to people who register. The ads also offer consumers a free vintage Vespa T-Shirt with new financing offers. The digital campaign was developed by New York-based Media Kitchen, a unit of Kirshenbaum Bond + Partners.

"Vespa owners have a common bond -- they are passionate about authentic experiences and products that combine both emotional and practical benefits," said Paolo Timoni, president and CEO, Piaggio Group Americas, Inc. "It's the practical side of Vespa ownership, such as the ability for every consumer to save $6000 per year by reducing their wheel count from eight to six, that we are focused on with this campaign."

The Vespa stations at Pandora launching this week are "Vespa Mods & Rockers," "Vespalicious," "Vespa Liberate" or "Vespa Indie channels"

The campaign is extended to retail with point-of-sale materials like posters and window clings, taggable and downloadable ads and postcards. The scooter maker is extending its current 0-0-0 financing offer and adding a special 7.9% program.

Separately, Vespa is also promoting the new Ron Howard film for Sony Pictures, "Angels and Demons" -- starring Tom Hanks as a biblical scholar called in by the Vatican. The film, which takes place in Rome, also gives screen time to the Italian-made Vespa scooters. And the official Web site for the film links to Vespa's consumer site.