MAN Truck & Bus AG / TRATON
RIO is the new global brand for digital services in the transport sector. Serviceplan Reputation developed the brand, successfully launched it in a large-scale teaser campaign during the 2016 IAA Commercial Vehicles trade fair, and subsequently established it on the market.
A note on the idea: RIO means river. And the idea behind RIO is for data and information to flow together, regardless of the individual sources they stem from. The claim matches the name: RIO – The Logistics Flow. The claim explains the meaning behind RIO, that is, which sector it belongs to and which benefits the brand has to offer. The clear, unpretentious design has an empathetic and emotional character which conveys the core concept of “flow” and provides a full experience of RIO on all communicative channels, including the product experience itself.
During the launch campaign at IAA Hannover, we implemented these communications measures: a teaser campaign ahead of and during the IAA with ads in trade journals, out-of-home, airport and train stations in Hannover; a booth at the trade fair; a “sneak preview” event for selected professional audiences and media, including trade fair preview communication; planning for various other events; numerous give-aways; a landing page, including a trade fair countdown; banners; digital videos; and a blimp during the trade fair.