The "freedom on wheels" campaign will portray London streets congested by sheep driving cars and riding on buses, in four different executions created by Bates UK.
The ads will run as 96-sheet posters, in press and as a taxi cab campaign. The posters will run in 11 London locations, strategically positioned near public transport stations and on the border of the congestion charge zone. The campaign breaks on February 14.
Congestion charging begins in London on February 17, and has already caused confusion over how it will operate and protests that it is impractical and unfair. While London mayor Ken Livingstone insists it will cut traffic and raise money to improve transport, critics argue that it will cause chaos.
Siobhan Curtin, marketing manager for Piaggio, said: "Commuters living in and outside the capital are starting to get quite hot under the collar over the new congestion charge. This new campaign aims to show them that they have options."
The scooter company claims that running a Piaggio can cost as little as 拢10 a week, and that they can be parked free almost anywhere in London.
Piaggio is supporting the advertising with a PR campaign by Clarion Communications, and through field marketing activity conducted by Headcount. This will include sheep demonstrators picketing several London Transport sites on February 17.
Media for the campaign was via Carat.
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