PIAGGIO

Introduction

LIBERTY ABS 125 3V recall program was launched in January 2017 due to technical issue.
MEDLEY ABS recall program was launched in November 2017 due to technical issue.

Client

Piaggio

Objectives & Strategies

Communication Objectives

  • To guarantee that the announcement will be delivered positively
  • To portray the campaign as the promotion for customer service and maintenance service to check and adjust products programs
  • To portray the campaign as customer care after purchase

Communication Strategies

  • Actively negotiating and connecting with the Government to help to evaluate the situation positively
  • Directly contacting and care for each and every customers
  • Holding press conference and preparing information release

Achievements

  • Successfully negotiated with Vietnam Registry Department, Vietnam Competition Administration Department, Consumer Protection Association to issue Press Release with content as desired by the customers
  • Released press releases according to the contents of the timely approved orientation to the press – Managing information and exchanging with reporters to publish information according to the content of the Press Release
  • 13 newspapers had published information on the recall and calibration of vehicles in a neutral manner, in accordance with the contents of the Press Release
  • There was no newspaper digging deeper into the issue or posting articles insulted the brand