Piaggio | CDROM | Case Study

Piaggio host an annual national dealer convention where various senior members of Piaggio present to its dealers. We were given various presentations from different departments in the UK and Italy, and asked to compile them into a slick multimedia presentation.

The Solution

Piaggio’s annual conference is one of the most important events in the company’s calendar. It is an opportunity for Piaggio and its dealers to get together and focus their efforts, to discuss the marketing approach for the next year, and to deliver a clear and concise message which ensures that everyone is on the same page.

As with any conference of this size, the presentations come in from different places and the deadline is always tight. We created a style for the presentation which develops on the Piaggio brand and is centered on scooters. The presentation that we have created is very image heavy, with animated graphs and charts to bring it to life.

During the presentation senior management talk about the previous year, the year ahead, where the group stands today, and the various Piaggio brands. The company’s position throughout the world is explained, and its performance across Europe compared to its competitor’s. The mission statement and strategy are detailed, along with the products lines and where they are positioned. All aspects of company finance have been included, again illustrated with animated graphs and discounts, such as franchise objectives, the margins for dealers and bonuses.

The presentation closes with a video of Piaggio’s latest product. The video was edited in house at the Digital Marmalade studios, and adds another level to the presentation. The new bike, which was at the time ‘Top Secret’, is demonstrated through this video, and really gives the dealers an idea of how to sell it.

In creating this multimedia presentation we are supporting Piaggio in its efforts to strengthen its brands and support dealerships. We’re pleased to say that it proved to be such a success that we were invited back again to do it the following year.