We completed a tour working with the Piaggio, Vespa and Gilera brands. Sales and market share throughout the UK were improved by communicating the message that scooters are inexpensive and easy to ride. It was also key that the promotion collected and collated meaningful and accurate marketing data.

Shopping centres and city centre locations with high footfall and suitable demographics were chosen for the national promotion, including Bluewater, Brent Cross, Trafford Centre Manchester, Buchanan Centre Glasgow, and Brighton Beach.

We designed and produced a Point of Sale system that showcased a range of scooters whilst meeting stringent space, fire and sight line restrictions. We trained a selection of event staff to run the campaign who had ridden the scooters and could answer even the most technical of scooter and riding questions.

The campaign featured opportunities to talk about safe scooter ownership, book test rides, learn about product features and insurance, while also collecting data with an optional competition form. Visitors benefited from trying the scooters and learning about their advantages in a non-threatening non-sales environment.

The leads gathered were sorted into hot, warm and cold leads and given to each of the regional dealerships to follow up. An upturn in sales could be traced back to the promotion and we are continuing to work with Piaggio.