Piaggio Vietnam pushes glamour factor in debut

<p>HO CHI MINH: Italian scooter manufacturer Piaggio has entered one </p><p>of Vietnam's most competitive categories, rolling out a launch campaign </p><p>to highlight the rich and glamorous heritage of its Vespa brand. </p><p><BR><BR> </p><p>The print campaign appears in magazines and newspapers throughout the </p><p>country, which claims to have close to six million scooters and </p><p>motorbikes on the road. </p><p><BR><BR> </p><p>Saatchi & Saatchi Vietnam created the campaign, which features long ad </p><p>copy designed in the shape of an original Vespa. The copy talks about </p><p>Vespa as the vehicle of choice for artists and movie stars in post-war </p><p>Europe. Paul Ewen, Saatchis creative director, said: "The advertising </p><p>for this category is very competitive. Fortunately for us, Piaggio and </p><p>its many brands have a very rich heritage which most other scooter </p><p>brands lack. We decided to focus on this proposition for our launch </p><p>brand ad." </p><p><BR><BR> </p><p>Vietnam's scooter and motorbike market is currently dominated by </p><p>Japanese names - Honda, Suzuki and Yamaha. </p><p><BR><BR> </p>