Scooter brand Piaggio is launching a marketing push to capitalise on the fact that scooters are exempt from London’s forthcoming congestion charge plan. The campaign, created by Bates UK, consists of 96-sheet posters, press and taxi advertising. It has four executions, which depict congested London streets with sheep driving cars and riding London buses. The outdoor ads will appear near public transport stations on the congestion charge border to ensure maximum consumer awareness. PR and field marketing also forms part of the activity. Piaggio marketing manager Siobhan Curtin says: ‘Commuters living both in and outside the capital are starting to get hot under the collar over the congestion charge. This campaign aims to show them they have a choice.’ Media buying is by Carat.
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