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Iveco Stralis Hi-Way Launch

The Brief

To produce and manage a fully integrated B2B roadshow campaign for international commercial vehicle manufacturer Iveco, part of the Fiat Industrial Group, to launch the new Stralis Hi-Way.

The Event

Working together, Iveco and Mobile Promotions created one national event that would allow Iveco to engage with two different target audiences, fleet buyers and individual truck drivers and operators. 

We organised Iveco’s national roadshow tour which went to seven high footfall truckstop locations across the UK. They took place in an expandable mobile trailer unit, operated and managed by our logistics team touring the country. 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. These events were held at prestigious locations which included presentations and dinner.

Both events were a great success with 403 drivers completing the feedback forms which on average scored above 9 in all questions, which included exterior, interior and driving experience. In addition to completing feedback forms 98 test drives were taken. The exceptional evening events were attended by 140 customers.


“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.”

Nigel Emms, Director of Brand and Communication at Iveco