When IVECO wanted to create a high-impact campaign that highlighted the core strengths of its Daily van while dramatically increasing brand awareness, we thought outside of the box. Thinking about the critical messaging of strength and agility, the IVECO Daily Chammoth was born. A fusion of two symbolic creatures, a mammoth representing the vehicle’s hard truck-based chassis and a nimble cheetah highlighting a class-leading turning circle, the fictional Chammoth became a reality in the form of a promotional vehicle.
This campaign saw Nobull organised a 2,100-mile tour of the UK, running on renewable biomethane with near zero carbon emissions. Alternative fuels are the future, and this vehicle’s tour highlighted the environmental and cost benefits of natural gas solution.
Utilising social media to publish the Chammoth’s progress, the public were able to engage with the campaign, spotting the vehicle on the road and sharing what they saw with their networks. Nobull also utilised its vast industry experience to employ the support of celebrities and influencers to help boost campaign awareness. Jimmy Bullard, Sean Fletcher, and Phil Tuffnel were enlisted to help grant Chammoth good initial exposure. Media contacts were also furnished with information and photography to create their own Chammoth news stories.
In addition to the objective of raising brand awareness, IVECO Partnered with The Aspinall Foundation to help raise money to protect endangered species. The public were encouraged to take pictures of the Chammoth as it toured various landmark locations, with each image taken and uploaded to social media with the hashtag ‘#Chammoth’ being matched with a £1 donation from IVECO. In total the campaign raised £6,000 for the amazing work the Aspinall Foundation does.
While static at key locations such as the Trafford Centre in Manchester, Liverpool Albert Dock, Port of Dartmouth Royal Regatta, The Blackpool Tower, and Truckfest, the public were encouraged to interact with the Chammoth, testing their skills on its bespoke-built coconut shy to win prizes or have a go at colouring using environmentally sustainable pencils. Public reaction to Chammoth, complete with sound-alike David Attenborough commentary and animal calls, was fantastic.
On social media, the overall reach of the campaign was measured at 13 million, with accounts of prominent landmarks and businesses mentioning the Chammoth. Its story was also featured in several local publications such as Devon Live and Visit Blackpool, additionally the campaign became news in national industry publications such as Logistics Voices, Fleet Transport, British Business Focus, and UK Haulier.
IVECO Daily Chammoth delivered on its key objectives of boosting brand awareness and creating a memorable campaign very different from what competitors had done before. Its strategy of employing organic interaction yielded excellent results in terms of reach and targeting a broader spectrum of the public than has been traditional in order to expose IVECO.
The campaign also has an ongoing legacy with people still talking about the day they saw the IVECO Daily Chammoth, not to mention future flagship events the promotional vehicle will be displayed at over the next year. Moreover, the Chammoth road trip of over 2,100 miles serves as a blueprint to promote the viability of CNG vehicles at a time when reducing carbon emissions and running costs is critical in this industry.
Reach = 13 million - £6k raised for charity – 2,100 mile CNG road trip - 24 national locations visited
