IVECO
Brief
Bring the IVECO Origin customer after-sales programme to life with an innovative tour of the UK, raising awareness amongst truck drivers.
Kommando’s Solution
A 20 day tour of the UK’s major service stations targeting truck drivers in their working environment. A high-impact IVECO truck and trailer formed a mobile ‘lounge’ for drivers and consisted of:
- A private lounge dedicated to existing IVECO drivers, rewarding them with preferential treatment
- Free 3G internet access – allowing drivers to catch up with email or simply surf and relax
- Origin branded refreshments
- A 50” plasma screen showing current feature films, Bose sound systems, and PS3 consoles
- Electronically controlled Shiatsu massage seating with integrated sound systems
- Bluetooth downloads for contact details of dealerships and customer care lines
- Free barber service for this hard working, time-poor audience offering a haircut, hot towel face massage and shave
- Externally, we provided a further relaxation zone with designer garden furniture
Results
Massive impact and brand awareness; over 80,000 people stopped and saw the Origin convoy, and that doesn’t include the people who saw us on the road.
An average of 350 commercial drivers visited the stand on a daily basis, delivering 4,000 positive leads during the course of 4 weeks.
“At IVECO, I emphasise again that we are all about giving our customers the best possible ownership experience, Kommando’s activity not only delivered great numbers, in many ways, it has raised the bar, not just with the industry’s perceptions of the brand, but also their expectations about our service. And that’s precisely what we want to be known for.”
Testimonial
“At IVECO, I emphasise again that we are all about giving our customers the best possible ownership experience, Kommando’s activity not only delivered great numbers, in many ways, it has raised the bar, not just with the industry’s perceptions of the brand, but also their expectations about our service. And that’s precisely what we want to be known for.”
The Extra Bits
