Project:

Product Launch: Iveco Stralis (heavy duty truck range)

Objective:

To raise brand awareness of Iveco Trucks in Australia, with a trucking community that had little awareness or respect for the brand (insights based on focus group research); to raise awareness of the new Stralis truck range and demonstrate its durability, longevity and suitability to Australian conditions.

Solution:

To position the new Stralis as a truck range that can ‘Go The Distance’ the campaign consisted of a 22-day cavalcade around Australia. ‘Real’ truck drivers were accompanied by a travel writer, who documented the entire trip. The campaign copy was conversational and based on a real day-by-day account of the Stralis Run with a keen focus on the features and ability of the Truck’s power, torque and comfort. Daily web entries were uploaded onto the Iveco site, with imagery from the towns and people at each stop. Supporting media mix consisted of live radio, outdoor, direct marketing and press.

Outcome:

“That’s just what they needed to do, to prove that the Stralis can handle Australian conditions”. Long Distance Driver “I saw it everywhere – outdoor, radio and I read the stuff in “Big Rigs”!
- Owner Driver