Case study: MAN Truck & Bus UK
MAN launched its new Truck Generation in Bilbao, Spain, in February 2020 and planned to showcase the show to the UK market. Part of the UK launch activity was to be a week-long 'Ride and Drive' event held at Millbrook Proving Ground in July. However, due to the Covid-19 pandemic, the event had to be cancelled.
In its place, with the help of specialist agency Venues and Events International (VEI), MAN planned a regional ‘Roadshow’ Ride and Drive for August, as, at the time, lockdown measures had eased enough to make it a viable option.
The #SimplyMyTruck Roadshow was held in multiple locations across the UK for six weeks from 11 August.
The roadshow saw 315 delegates attend in total, however health and safety measures were put in place to ensure that the event was in-keeping with government guidelines which allowed business events of up to 30 delegates to take place.
The roadshows were held for three days in each of the the MAN Truck & Bus sales regions at the following venues: Jobserve Community Stadium, Colchester; Pavilion of Harrogate, Harrogate; Haydock Race Course, Newton-le-Willows; Madejski Stadium, Reading; Westpoint Arena, Exeter, NAEC Stadium, Stoneleigh; and Cardiff City Stadium, Cardiff.
In order to ensure the event was Covid-secure, a number of health and safety measures were put in place.
Upon registration, attendees were asked to fill out a disclosure form, which included questions to mitigate exposure to Covid-19 at the event. The form was then kept for 21 days after the event for track and trace purposes.
Each event was held outside and to minimise crowding, with a maximum of 15 customers on rotation each day and only three customers on site at any one time.
There were extensive cleaning procedures put in place throughout each venue, with a dedicated clean after each rotation. Time slots were hourly, inclusive of a 15-minute break between customers to allow the vehicles to be sanitised. Hand sanitiser was made available across the venues, poser tables were installed to minimise touch points. PPE available on site, and minimum catering was provided to reduce contact between staff and attendees.
A roadshow-style format was chosen in order to reduce impact on travelling and overcrowding, and the venues were selected on the basis that they were able to demonstrate policies put in place for customer safety. MAN and VEI worked with each of the venues to ensure there was adequate spacing for each of the rotations and strict cleaning measures were put in place.
Despite being unable to run a weeklong event as originally planned, VEI was able to deliver a Covid-secure event that allowed MAN Truck & Bus to showcase its latest products to its customers.
Martin Pickering, interim head of marketing at MAN Truck & Bus, said: “2020 has certainly been a year we won’t forget with the ongoing changes to our events programme due to the pandemic. It’s so important that we keep our customers and our teams safe and the support from Venues and Events International in helping us achieve this has been incredible. Throughout the year we have continued to monitor government guidelines to ensure we put the relevant safety measures in place and Venues and Events International have guided us during this process.
“Through effective communication and collaboration we were able to carefully get our trucks in front of our Customers with a Covid-safe and successful roadshow. And for that I would like to say thank you – you really are an extension of our team!”