The European leader of the motorised two wheelers chose Buongiorno to develop the promotional campaign for launching the new Piaggio sports scooter NRG Power in Italy, France, Spain and Germany.
Buongiorno Vitaminic - leading European media company in the market of design, production, aggregation and distribution of multimedia content, in the field of entertainment services via e-mail and telephone – has developed the Piaggio promotional and advertising campaign for the launch of the new NRG Power, the sports scooter in the Piaggio range.
NRG Power is the scooter for young and sporty people, who do not accept compromises when it comes to comfort: it is perfect for a everyday use, while providing highly technical and performance content. The scooter’s design underlines its dynamic qualities and its aggressive appeal.
In order to successfully target young people in the four different countries (Italy, France, Germany and Spain), where the latest jewel in Piaggio’s crown will be available, Buongiorno has created a project, mixing advertising and relationship marketing tools aimed both at directing the target audience to NRG POWER dedicated website (www.nrg.piaggio.com) and boosting the number of visits to Piaggio sale points.
In addition, the online initiative has been structured by Buongiorno to give Piaggio the opportunity to create a profiled database of the NRG Community registered members. With their permission, the obtained data can be used by the company to develop communication. In particular, the campaign prepared by Buongiorno leverages on two topics which are very attractive to youngsters: the passion for smart & trendy two wheeled vehicles and the desire for the most up to the minute music news.
Curiosity and interest about the initiative are increased by the opportunity to be part of the NRG Community, accessing an attractive online area in which it is possible to download digital music (up to six compilation per month), for free.
Consumers who visit their Piaggio dealer can require a scratch card which enables them to download a large number of music tracks including the latest hits, as well as the chance to win a selection of AMBITI prizes, including a NRG Power scooter, and five MP3Sony Vajo Pocket, every 15 days in each of the four countries.
"We are very proud of the promotion initiative we developed for the brand new Piaggio range NRG Power, that is in line with our range of offerings to the most important brands of digital marketing services and CRM" said Burton Katz, managing director and head of marketing services of Buongiorno UK.
"Buongiorno developed all the digital marketing aspects of the initiative for Piaggio, thanks to a double competency that gives Buongiorno a unique positioning in the market: on one side the leaders in taylor-made digital marketing activities for its clients, on the other, the leaders in the Interactive Mobile Services market and telephone operators partner."
About Buongiorno Vitaminic
Buongiorno Vitaminic SpA (NM techSTAR, Borsa Italiana: BVIT), is one of the leading European companies in the market of design, production and/or aggregation and distribution of multimedia content, mainly in the field of entertainment services via e-mail or telephone. Buongiorno Vitaminic has local teams in the main European markets (Italy, the UK, Spain, Portugal, France, Germany, and Austria), in Mexico and in US. The company also manages operations in South Africa and the Middle East through distribution partnerships with the main telephone carriers. Buongiorno Vitaminic has recently finalized the acquisition of a 95.1% stake in Gsmbox SpA, a leading mobile media company in the area of interaction and TV participation in Italy and Spain. Having reached its target for 2003 of a value of production of Euro 55.37 million and EBITDA of Euro 518 thousand, the Group expects 2004 pro-forma consolidated sales of between ¤80 and 82 million, an Ebitda between ¤6 and 7 million and positive free cash flow. For 2005, the company forecasts a net income of between ¤6 and ¤9 million. Buongiorno Vitaminic operates with two lines of business – digital marketing services and value-added consumer services for wired and wireless telephony – whose synergies enhance the content aggregation, digital marketing, and technology management skills of a team of over 360 professionals in Europe who are of 18 different nationalities.
Additional information about Buongiorno Vitaminic SpA is available on the website or by contacting:
Kate Alexander/ Katrina Walker
020 7388 9988
Spreckley Partners Ltd.
020 7388 9988
Published on: 12:00AM on 16th December 2004