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'Make Your Reality a Dream' KraftWorks Debuts Piaggio's First US Campaign for Vespa

NEW YORK, Aug. 3, 2005 -- "Make Your Reality a Dream" that's what Piaggio USA wants to do for millions of driving age Americans. To get this message out, KraftWorks has created the first US dealer network advertising, marketing and promotion campaign for Vespa. It will include traditional media, in-store/dealer promotions and viral marketing promotions.

Taking its cue from Italian cinema posters, KraftWorks has created a series of ads that reflect both the convenience and practicality of using a Vespa, and the innate sense of fun and freedom that riding a Vespa delivers. Four scenarios all emphasize everyday activities that become anything but ordinary when riding a Vespa. Entitled to the dentist, the commute, to the in- laws, and out of milk each layout resembles a film poster replete with laurels exclaiming "sexiest ride in town" "superior head turning ability" and "astonishing pedestrian envy" among others. A fifth layout, the 24-hour joyride, is an invitation to test drive that dealers will use.

"It's the romantic side of everyday life," said CEO and creative director Neil Kraft, when discussing the approach to the campaign. "We wanted to communicate the very practical aspects of the Vespa as a mode of personal transportation along with its inherent sexiness and stylish heritage. Riding a Vespa makes you feel like you're starring in your own life."

"The opportunity to develop an US image for an international brand was a big part of the appeal of working on the campaign," continued Kraft. "It's the chance to create an emotional and evocative campaign that will resonate with everyone, and make non-owners feel that they're missing out. We want Americans to think of Vespa as not just for weekends and special escapes, but as a way to navigate increasingly gridlocked urban areas."

Paolo Timoni, Piaggio USA CEO said "KraftWorks coupled the stylish heritage of Vespa with the vitality and modernity of urban life. They understand the romance that surrounds Vespa, as well as the obsession it engenders in its riders, and the campaign reflects that."

Photographed by Ruedi Hofmann, the campaign will support Vespa's fast- growing US dealership network and will include traditional media and viral marketing promotions. Piaggio USA currently has 90 dealers and plans add up to twenty more during 2005. This program will complement the Vespa branding campaign led by Piaggio's global agency of record TBWA.

Vespa was first introduced in 1946 as a means of personal transportation and a symbol of freedom in postwar Europe. It has become an icon of Italian design, with more than 16 million units sold in five continents.

About KraftWorks

KraftWorks is a full service creative agency specializing in fashion and style. Clients include Calvin Klein Fragrances, La Prairie, Voss, Cointreau, Aldo Shoes, Wonderbra, Playtex, Just My Size, Barely There and Bali. Website:

About Piaggio

Established in 1884 by Rinaldo Piaggio, and based in Pontedera (Pisa, Italy), the Piaggio Group is one of the world's top manufacturers of two-wheel motor vehicles. The Group is controlled by Immsi S.p.A., an industrial and services holding listed on the Milan Stock Exchange and headed by Roberto Colaninno, who is Piaggio Chairman. Piaggio Chief Executive Officer is Rocco Sabelli. Website:

In 2004, the Piaggio Group reported consolidated net sales of 1,084.2 million euro (+9.8% on 2003) and a return to net profit after four years of losses.