Ready Set Go was approached by Iveco to implement a new communications strategy. This involved the launch of a re-branding of Iveco Australia, designed by BoilerRoom. The new brand is one which is more in line with the Australian market and brings the company well into the 21st century. The aims of the re-branding were also to build on the company’s previous successes and to increase both customer loyalty and employee morale. These goals were summed up perfectly by the company’s new branding slogan “IVECO - Can Do”.
For the Melbourne headquarters in Dandenong a teaser campaign was implemented in the week prior to the launch to build a sense of excitement and occasion among the staff. This included placing banners in the cafeteria and employee’s car park and a letter drop on car windshields telling staff that something “big” was coming and announcing a meeting for all company staff the following week.
On Monday March 1st, the new “Can Do” branding and logo were launched simultaneously to Iveco’s 300 staff in Melbourne and 50 staff in Sydney. On the day of the launch Iveco Australia’s CEO addressed the staff and introduced a video presentation, officially announcing the companies re-branding. All employees were given “Can Do” packs holding coffee mugs, hats and stickers emblazoned with the new “Can Do” logo.
On March 18th 2011 RSG helped organise the Iveco Dealer Conference, at Crown Promenade and the Dealer Dinner. The event brought together Iveco representatives from across the country for an awards ceremony, recognising the hard work and past success of Iveco’s employees, and the launch of the new Iveco brand to them. Dinner and drinks at Zinc in Federation Square was the perfect way to celebrate the exciting new direction of the company. John Blackman was a hit as MC and Mick Molloy injected some of his trademark humour to entertain on the night.
