As part of their ‘Still Sexy at Sixty’ marketing drive for the Vespa LX, Piaggio today announce the launch of their latest viral marketing campaign at Devised and created in the UK by digital agency New Media Maze, with filming by Studio Film, the site is an interactive guide to getting naughty on two wheels.

Visitors to the site are treated to a ‘mod’ern and highly erotic (but work-safe) take on the Kama Sutra. Starting with iconic images from across the six decades since the launch of the first ever Vespa, users turn the pages of an interactive book to read about new positions and watch a series of short video clips which stream in flash. Each video clip demonstrates an erotic position, and stars two catwalk models floating on wires and ‘interacting’ with each other above and on the bike.

Julia Lo Presti, Marketing Manager from Piaggio explains “Vespas have consistently been the sexy ride of the last 60 years and the viral New Media Maze have created truly reflects this. New Media Maze have managed to capture in this viral campaign the essence of what makes Vespa stylish and sexy – Vespa really are still sexy at sixty.”

New Media Maze director Dave Smith comments “Strangely all our brainstorms eventually turn to dirty thoughts, and this one was no different. Quite quickly we realised that showing sixty year old couples copulating wasn’t going to be viral or sexy, so we were under pressure to come up with something else and quick. Everyone’s had a bit of nookie in the back of a car, but who’s ever done it on a scooter?

I’ve been dying to see sexy women flying around on wires and getting off with each other, and now I’ve fulfilled that fantasy. Thank you Piaggio, we’re confident this will ‘take off’ on the net”.


About New Media Maze:

New Media Maze is a full-service digital marketing agency based in London, UK. Founded in 2000, the company services a broad range of blue chips, boasting a client list which includes some of the leading global entertainment companies such as Universal Pictures, DreamWorks, Activision, Ubisoft, EA, Society of London Theatre, and Sega. Recent account wins have included EMap and Deep Silver Games.

The agency acts as a one-stop-shop for clients, allowing them to draw on modular or fully integrated online marketing services including: PR, promotions, advertising, viral marketing, web design & production, email and mobile marketing, search engine marketing and affiliate marketing.

Recent projects include the development and seeding of a scary viral for Dreamworks’s The Ring 2 that had people terrifying their mates by entering their email addresses and mobile telephone numbers into a site which then sends them an email with a link to a video of the scary film trailer. As the recipient watches it, their mobile phone rings, and a voice whispers “seven days”, perfectly re-creating a terrifying scene from the movie.

Other viral marketing campaigns include waxing the chest hair off 40 Year Old Virgin’s Steve Carrell at and directing your own ‘naughty’ flick to tie in with the release of American Pie Band Camp. Waste endless hours at

The agency employs 30 full time staff and is based in Hoxton Square.

For more information on the Vepsa range and the latest offers or other Piaggio models, please call freephone 0800 203 010 or visit


For more information about this and other New Media Maze news, contact:

Dave Smith
DDI: +44 20 70973600

New Media Maze, 2 – 4 Hoxton Square, London, UK N1 6NU

Published on: 12:00AM on 27th April 2006