The “Hi-Way of life” is the new way of experiencing all of the vehicle’s benefits, in terms of comfort and services available for the driver, and in terms of business profitability for the customer.
The launch theme: “Working on the Hi-Way”
Iveco has chosen the famous rock song “Working on the Hi-Way” by Bruce Springsteen, as the soundtrack to the launch event and the slogan for the launch of the new STRALIS.
The launch colour: orange
Iveco, in collaboration with the Fiat Style Center, has opted for the colour orange for the STRALIS Hi-Way in order to underscore the temperament, elegance and outstanding character of the new Iveco vehicle. This orange is shared with famous objects of the same colour, such as the Brionvega radio cube and the Artemide Nesso lamp. The new Iveco STRALIS Hi-Way stands to the company’s connection with the tradition of excellence of Italian design.
The launch campaign
Starting in September until the end of the year, in different media in all Europe’s major markets, a communications campaign will accompany the launch of the new STRALIS Hi-Way. Furthermore, in addition to the information distributed through the daily and specialised press, Iveco will create a dedicated website for the new STRALIS and all the news will be also updated on the major social networks, as Facebook, Youtube, Twitter, Flickr, more and more common among truck drivers.