Iveco

has launched a B2B roadshow campaign ‘Meet the hi-way’ to unveil the new Stralis Hi-Way.

Organised by

Mobile Promotions

, the national roadshow tour hit seven high footfall truckstop locations across the UK to allow Iveco to engage with two different target audiences.

In the build up to the roadshow the campaign utilised print, media and social media channels of communication to maximise engagement with the targeted audience. 

Iveco’s national campaign tour was also promoted with double page features in

Truck and Driver Magazine

for three months leading up to the event to target its audience.

The roadshow took place in an expandable mobile trailer unit. This was used as a mobile sales and hospitality area room where prospective customers could relax whilst learning about the new product.

The trailer was highly visible for drivers entering the truckstop, with two Stralis Hi-Way units parked alongside available for test drives.

To complement the truckstop initiative, seven prestigious ‘Meet the hi-way’ evening events were organised for key high-profile dealer customers.  

Both events were a great success with 403 drivers completing the feedback forms which on average scored above nine in all questions, which included exterior, interior and driving experience. 

Nigel Emms

, director of brand and communication at Iveco explained: “The UK launch tour exceeded all our expectations and received an overwhelmingly positive response from both our target audience’s. It was great to work with Mobile Promotions who completely understood our brand, audience and how to engage with them.”