We’re very happy to announce the launch of the Vespa USA website. It’s been a thrilling ride to get to this point and we’ve worked with some amazing people at Piaggio Group USA. Our team has been exemplary throughout the process and the results reflect the skill and commitment from the Last Exit team. Congrats to all.

Be sure to check out the scooters as well as the Community Rides section.

VespaUSA.com

A few of the first press articles:

Creativity Online

ClickZ

Media Post

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The headline article in today’s AdAge looks at how car dealerships are utilizing video. It focuses on one particular dealership who has created a nice little (viral) video espousing the concept of transparency and honesty. Hold on, a car dealership saying it’s honest? It might take more than a highly staged video to convince us of that, but nevertheless the event is interesting to me on a number of levels:

1. The accessibility of video: largely thanks to Apple, video creation tools (both hardware and software) professional video creation can meet almost any budget. Of course this depends on your expectation and demands for quality. Distribution tools such as YouTube also offer access to a broad audience, if the content is good enough. Imagine spending $50k on a video and reaching a million people without any additional media spend. Amazing (potentially). Added to this, the fact that the spend is easily measured and analyzed.

2. Increasing the effectiveness of your website: according to Larry Pryg , national marketing and ad manager for General Motors Corps, certified-used-auto business, websites with video are twice as likely to general calls or emails from shoppers to dealers.

Of course, this video has to be engaging and entertaining and, most importantly in my opinion, demonstrate utility; it’s got to be informative, useful and empower the viewer to make intelligent qualified decisions - hopefully quick ones that result in check writing etc. Many dealers still just re-purpose TV commercials, which is OK, as many car ads are stil among the best (most entertaining and well produced) but, of course, there’s an opportunity with the online space and a great expectation of users to offer more interaction and information.

3. Transparency: the main ad this article references from the Clay Corp in Norwood, Mass, attempts to offer transparency and honestly by explaining the typical ways (other) car dealers try to screw you over. Ever since Naomi Klein wrote ‘No Logo’ in 2000 I’ve been convinced by the idea of discussion between a brand and it’s audience/customers, rather than the old industrialist approach of preaching brand values from a well staged, er stage. This video doesn’t really embody that notion completely but we feel that it’s vital to empower our clients with the knowledge to make the right decisions regarding digital agencies. So in that vein, we’ve created short documents explaining how to look for and how to buy digital services such as SEO - a practice that is still largely shrouded in smoke and mirrors.

The comparison I’m making here is a potential one: that many agencies, especially digital agencies are already building reputations as charlatans and spinning a web of confusing processes, technologies and TLAs (three letter acronyms). Time to get undresses, and bare all I reckon.

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I did have to look twice at this banner ad.  At first I thought it was some reference to the Mojave Experiment.Interesting problem to try and reclaim the word ‘Vista’. 

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According to Bornstein Research, ad dollars being directed to the web by car manufacturers did not fall in Q1 of this year.  The industry has had a rough year and much it has to do with a lack of innovation and sudden panic to play catch up with the rest of the modern world, as I wrote in a previous post.  The good news is, that most of the manufactures and their brands are shifting gears and pushing marketing dollars behind smaller, fuel efficient models.  So, if your agency is currently working with an auto brand (as we are), you should be in good shape.

See the full article at eMarketer.

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Having come from a product design background and being a complete petrol head (cars/bikes not sea birds), I’m always fascinated by latest trends in the automotive world. As a European, I’m particularly into how high design, innovation and quality engineering applied to smaller cars. So, I was a little miffed by this article in the New York Times this weekend expressing the concept that, ys, we need to adjust the way we think about cars in the US, how we need to think of it as much more of a utility and than an expression of self worth, social status etc. Now, whilst I agree Ms Navarro in that our thinking does need shift I also disagree that small cars represent a compromise. The problem that American car companies face is that they have invested all their development into big cars, particularly SUVs and large sports sedans. Don’t get me wrong, there are some amazing vehicles in this class but one thing the European and Japanese car companies did was to learn from the first big oil crisis in the seventies and to commit development to highly attractive, efficient cars able to outperform many of their bigger cousins. New Ford CEO Alan Mulally, quite correctly, suggested that America’s second largest car manufacturer must to learn some essential lessons from it’s European (franchised) relations - in Europe where Ford is a highly innovative car company who regularly sits at the front of the grid when it comes to small cars.

As with many things, you can suggest that the general public must lead the way in forging a new path but it’s up to the industry leaders, the innovators the designers and those holding the purse strings to path a new road, and we don’t have to look very far and in the short term, we don’t even have to worry too much about alternative fuels (the average MPG of American cars is the same as the original Model T Ford!!). There are many, many examples of cars from the rest of the world that are highly desirable and fuel efficient to boot! The Mercedes A class, still has not made it to US shores. Companies such as Fiat, Peugeot and Renault who constantly produces some of the world best hot hatches, still don’t wade through the Atlantic to present their wares here, whilst VW have two smaller cars, Polo and Fox (yes, smaller than the Rabbit) that represent fine design in a small package, are not brought over.

And, there’s more that can be done. Once marketing has driven better product development, more investment and better thinking needs to be applied to branding and advertising these vehicles. Lotus unfortunaltely has not done a good job with the amazing Elise. A car that weighs next to nothing, has only a 1.9litre engine and could outperform many supercars vastly more explensive and gas guzzling. The best marketing example to date, is probably BMW’s Mini Cooper, but let’s take a look at the new Fiat 500,

another European design icon recently brought back to life along with countless other products that will garner a cult like following.

So, we’ll try and love our small cars but give us more and give us something better!

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I was taking a walk through West Chelsea with my wife and two bulldogs when I happened upon a beautiful specimen of, arguably, one of the most iconic vehicles ever conceived.  I used to see these a lot back in the UK and I’m sure they’re still popular on the US West Coast.  And I wondered when VW might consider revisiting the concept?  Both Scion and Honda have bot launched highly customizable, low cost utility vans. The VW Camper was a fantastic design icon and one of the first vehicles to be created in multiple formats, from multi-person to flat bed truck.   Anyway, I’m sure you’ll agree that this is a beauty!  Volkswagen began subcontracting to the Westfalia-werke in Rheda-Wiedenbrück, or more typically Westfalia, to build the official Volkswagen Camper cars sold in the early 1950s through 2003. Many models and interesting options were available for these vehicles. Early Volkswagen Split Screen windshield Kombi models between 1950 and 1967 are highly sought after collector vehicles. Beginning in the 1968 model year Volkswagen introduced the bay window replacing the split screen style. Production of Volkswagen camping cars continued well into 2003 and was based on the popular Volkswagen Kombi or “bus” as it is often referred to. Many other coachbuilders such as Dormobile, ASI/Riviera, Danbury Motorcaravans, and VW Sun-Dial also built camping cars based on the Volkswagen bus.The Volkswagen camper has become something of an icon in British and American culture as a symbol of hippy and surf culture than grew in the mid to late 1960s. The van has appeared in countless television series and films from appearing as a terrorist van in the 1985 film Back to the Future, to the “Jed and Dave” sketch performed by British comedy duo Hale and Pace where they impersonated two stereotypical 60s hippies with their Volkswagen camper emblazoned with “flower power”.[3]In the British TV series Top Gear, presenter Richard Hammond attempted to create amphibious versions of the Volkswagen Camper, modelled after a narrowboat. His first attempt, in season 8, frequently overheated on land and eventually foundered when driven into water. The second attempt, appearing in season 10, was slightly more watertight, but still sank when Hammond attempted to cross the English Channel with it.

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