Main player in transports sector worldwide, IVECO is a leading company in the development, production, sales and assistance of a large range of light, medium and heavy industrial vehicles. In the context of launching the new Stralis Hi-Efficiency, IVECO France wanted to plan four days of presentation for the brand’s most important customers. The aim was to develop their brand new product’s image and to allow its assets to be identified by their captive audience.
We articulated our process around 2 main focus points. First, we had to lay the foundations of the event. That phase consisted in finding 4 tracks featuring facilities that were technical enough to receive large trucks. Secondly we worked on the project’s format. In order to meet the brand’s needs, we decided to articulate the event around product testing. Customers assessed the vehicle’s qualities via consumption tests and road behaviour. Indoor workshops completed that programme, enhancing the product’s high profitability and presenting IVECO’s latest technological advances.