Aprilia RSV4 Factory Campaign

Multi-level launch campaign using two advertisements and celebrity endorsement.

A multi-level launch campaign was planned in the U.K. for one of the most long-awaited two-wheeled products in the market – the Aprilia RSV4 Factory, raced by 250cc World Champion Max Biaggi in the WSB for the Aprilia team. The campaign included the use of two advertisements in specialist press using a photo of Max Biaggi – one promoting the arrival of the bike with a list of selected U.K. dealers, and one announcing the national dealer open evening event that took place two days after the press & trade launch. In addition to the advertsing campaign, a national e-direct marketing campaign was also planned and executed.

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Photo: Gigi Soldano - Milagro