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 PIAGGIO IAGGIO
PIAGGIO
Piaggio
Experiential Agency & Jay Leno Endorsement
Long-term client relationships are a point of
pride for EVI, and a great example of that tradition is the multi-year engagement with Piaggio, the renowned Italian motorcycle and scooter company.
Over a six-year period, EVI served as Piaggio’s official experiential agency of record, successfully launching the Piaggio, Vespa, Aprilia and Moto Guzzi brands into the Americas market. EVI provided a full range of services including
dealer events, product launches, marketing and videos collateral, dealer POP displays and
dealer training.
One of EVI’s crowning achievements for the
brand was a comprehensive celebrity endorsement program with Jay Leno. Jay is widely recognized as one of the world’s top collectors of cars, motorcycles and scooters. But his interest goes beyond collecting, he is also a product knowledge expert and is highly passionate about engineering and design. EVI reached out to Leno with a package of ideas and secured a multi-year deal with the iconic entertainer to serve as Piaggio’s celebrity brand ambassador. EVI fully leveraged the relationship, tapping Leno for a wide range
of creative applications. He wrote extensively on his blog about the brands, sparking tremendous consumer reaction, and filmed several custom episodes of “Jay’s Garage” showcasing the product line in context of his world famous collection. The videos featured Jay personally testing and evaluating new Piaggio models.
To cap it off, Jay hosted two consecutive Piaggio annual dealer meetings, where he anchored product launches, and of course, served up brilliant and totally custom stand-up comedy performances. Leno’s participation generated great enthusiasm with the dealer network and significantly bolstered consumer brand awareness.
The Piaggio and Jay Leno relationship was a classic demonstration of EVI’s unique ability
to harness the power of celebrity entertainment to bolster corporate brands.
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