Making the most of being
July 20, 2020
From a marketing strategy aspect, there are some important issues to consider when leveraging Australian-made.
Positioning truck manufacturer IVECO as a leader in sustainability.
Having released a range of vehicles that complies with the tough Euro 6 emission standards, IVECO chose IMA to help launch them. The launch, which took place at the Brisbane Truck Show, firmly positioned IVECO as a company that successfully combines engineering prowess with a commitment to sustainability and environmental responsibility.
Organised by the Heavy Vehicle Industry Australia (HVIA) and run every two years, the Brisbane Truck Show is a must-attend event for anybody interested in the latest vehicles, innovations, and related products. The show presented IVECO with the ideal opportunity to launch its new Euro 6 range of trucks and vans, which goes beyond the requirements for vehicles sold in Australia. In other words, by releasing the range, IVECO was clearly announcing its commitment to sustainability. The company was declaring itself as – ‘Your Partner for sustainable Transport’.
Focussing on the sustainability theme, IMA designed IVECO a clean and functional stand that struck just the right contrast between the motor industry and nature. It provided the ideal setting to showcase IVECO’s new range of Euro 6 compliant vehicles, along with some new models. Apart from the stand itself, IMA also designed decals for all IVECO trucks on display, as well as all the associated product sheets and brochures. Product video walls ensured visitors to the stand could get a glimpse of the vehicles in action. We also used social media to help promote the stand. Visitors were invited to take photos of themselves alongside the Euro 6 vehicles for a chance to win a Red Bull Racing Scaletrix Set.
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