Road to IAA · The eTruck Reality Series

eTruckathon
2026.

Content series · IAA TRANSPORTATION kickoff · E.ON booth —
an integrated campaign with your team, your truck, your story.

A concept by electrified.

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THE WHY

Where energy and mobility join forces.

Electrifying heavy-duty transport is not a solo effort. It takes charging infrastructure, vehicle expertise, logistics know-how and a strong industry stage: IAA TRANSPORTATION.

Energy sector

Infrastructure becomes visible.

E.ON Drive shows that charging, operation and scaling are not an abstract future — they already work in everyday use.

Mobility

Partners deliver the proof.

Manufacturers, logistics companies and drivers make the transformation credible: with real trucks, real routes and real voices.

IAA TRANSPORTATION

The industry gets its moment.

Individual initiatives become one shared moment for customers, media, policymakers and the people at the E.ON booth.

The eTruckathon is the moment when infrastructure, vehicles and people show together: the transformation is already on the road.

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THE TASK

Making Europe’s eTruck reality visible.

Three pillars, one goal: credibility across every channel, from the curated content series to real conversations at the E.ON booth.

Pillar 1

Road-to-IAA content series

Real team and vehicle moments from depots, the road, charging and daily operations.

Pillar 2

Integration into the IAA TRANSPORTATION kickoff

Selected trucks can become a curated live moment in the right IAA context.

Pillar 3

E.ON booth as campaign hub

Partner visibility, deep dives, networking and concrete leads during the IAA.

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2024: Proof delivered

E-trucks are everyday reality, not the future.

In September 2024, 12 partners showed that electric heavy-duty logistics really works. In 2026 this becomes a bigger, closer and more marketable partner platform.

12Teams 2024

300km driven

1M+Views

€500kMedia value

“With the eTruckathon we make this reality visible — credible, at eye level and with the people who live it every day.”

2024 recap → Watch recap video →

Marc Spieker, COO Commercial, E.ON SE · 2026 goal: 20+ teams, 2M+ views, €750k media value.

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Executive Endorsement

“

The eTruckathon has shown that battery-electric heavy-duty transport is not a distant vision — it already works in everyday operations today.

Marc Spieker

COO Commercial, E.ON SE

05 / 13

The fleet in action

Zero Emission Fleet

Charging, driving, arriving: the proof is made on the road, not on a stage.

Partner trucks on the Road to IAA

Teams, drivers and real voices

Visibility at the IAA

E.ON Drive as infrastructure partner

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THE INSIGHT, TRANSLATED

Electric logistics seems complex

→

A real route makes progress visible at a glance

Charging remains the decisive question

→

Every charging stop becomes filmed proof for E.ON Drive

Sponsoring often stays abstract

→

Partner trucks, drivers and real stories become the campaign

Trade-show visibility is time-limited

→

The journey builds momentum before the IAA even opens

We don’t explain the transformation. We put it on the road.

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THE IDEA

Road-to-IAA: the content series.

Every company gets its stage before the storyline continues around the IAA TRANSPORTATION kickoff and at the E.ON booth.

No tracking, no show drive: partners deliver authentic clips from their everyday operations. From these we create a professional teaser series with eTruckathon branding.

▶

Team hero film

60–90 seconds: your team, your truck, your story.

8x

Shorts & Cutdowns

Short formats for LinkedIn, social media and newsletters.

30

Photos & frames

Professional photos and branded frames.

Li

LinkedIn Copy Pack

Hooks, post copy and CTAs ready to use.

Electric truck charging at E.ON infrastructure

All assets are professionally produced, brand-compliant and distributed via E.ON Drive LinkedIn plus the eTruckathon hub page.

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IAA TRANSPORTATION kickoff

Arrival Finale

The eTruckathon is to be visibly integrated around the IAA TRANSPORTATION kickoff. The goal is a strong presence in the right trade-show context.

E.ON booth

Campaign hub

Partner visibility, deep dives, networking formats and live content production turn digital reach into real conversations.

Partner benefits

Credibility, PR, leads

Not “we’re planning” but “we’re already driving”: real trucks, real drivers, recruiting content, earned media and exclusivity.

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YOUR BENEFITS AS A PARTNER

Credibility, reach and real conversations.

1

Credibility

Not “we’re planning” but “we’re already driving”: real trucks, real drivers, real infrastructure.

2

Earned Media & PR

A visible proof format with news value for trade media, LinkedIn and partner communications.

3

Employer Branding

Drivers, teams and pioneers become credible faces of the transformation.

4

Leads & Networking

Digital reach is translated into concrete conversations at the E.ON booth.

5

Exclusivity

A limited number of partner slots makes participation visibly valuable.

6

Content usage rights

Partners receive professionally produced assets for their own channels, sales and internal communications.

Honestly

The eTruckathon is not a sponsor logo on a banner. It’s a shared story that only makes partners strong when it shows real people, real vehicles and real practice.

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HOW IT WORKS

The 2026 process

Phase 1: Onboarding

March – May

Participation decision, remote kickoff, shot list, upload workflow and timing plan.

Phase 2: Content production

May – August

Footage submission, editing, story arc, motion/branding, sound mix and subtitles.

Phase 3: Publishing, IAA TRANSPORTATION kickoff & booth

September – October

Road-to-IAA series, possible arrival moment, E.ON booth as campaign hub, recap film and reporting.

Participation decision

March – April

Kickoff & briefing

May

Footage submission

May – July

Post-production & series prep

August

Road-to-IAA series premiere

September

Possible arrival moment at the IAA TRANSPORTATION kickoff

September

E.ON booth as campaign hub

Sept 15–20

Recap + final reporting

October

20+Teams

2M+Target views

€750kTarget media value

Indicative figures based on 2024 benchmarks, planned owned posts and partner distribution. Paid optional.

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PARTNER PACKAGES 2026

Four entry points. One shared visibility platform.

Premium Partner

€49,500

Strategic co-host

Presented-by ownership and co-branding key visuals Trailer + recap, 8 shorts, 30 photos/frames 8 posts + 20 hooks, 4–6 E.ON Drive posts Prominent integration into the IAA TRANSPORTATION kickoff, E.ON booth, speaker option and curated truck arrival option

Content usage rights 12 months · mid + final reporting

Team Package

€18,500

Active innovator

Team hero film 60–90 seconds 6 shorts/cutdowns and 10 photos/frames 6 posts + 12 hooks, 1× E.ON Drive feature IAA mention in the right context, E.ON booth listing, arrival slot as add-on

Content usage rights 12 months · final reporting

Media Partner

€8,500

Without vehicle

1× segment ownership Logo in co-branding key visuals 2 shorts/cutdowns 3 LinkedIn posts, 1–2 E.ON Drive posts, E.ON booth listing

Content usage rights 6 months · final reporting

Community

€5,000

Supporter

Logo Wall / Supporter Wall 1× E.ON Drive mention E.ON booth presence on the wall For partners who want to visibly support the format

Investment plus VAT

Prices plus VAT · Publication after partner approval with a 48h feedback window. Further revisions or paid media on agreement.

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WHAT WE NEED FROM YOU

Make eTruck reality visible.

For your team video and the Road-to-IAA series we need real, short moments from your operations. A smartphone, GoPro or dashcam is enough.

1

Authentic video footage of your e-truck

15–25 clips of 6–12 sec. from depot, on-road, charging, cockpit, loading/unloading and atmosphere.

2

1 protagonist for soundbites

2–3 short soundbites. We provide the questions and prompts.

3

Mini briefing + shot list

30-minute remote briefing, upload link and a clear folder structure per shot.

4

Logo, brand approval and social engagement

Logo/brand guidelines, a 48h feedback window and posting of the finished assets with the copy pack.

Limited

IAA Arrival Slot

Your truck in a possible arrival sequence around IAA TRANSPORTATION. A curated live element, limited to a few vehicles and subject to timing, logistics and approvals.

Truck in possible arrival sequence On-site soundbite Arrival clip 15–20s Extra Branding +5 Frames

Price on request

Mathias Herbig

Electrified Media GmbH
mathias.herbig@e-lectrified.de
Garystrasse 44 · 14195 Berlin

Jonas Bohlender

E.ON Drive GmbH
jonas.bohlender.external@eon.com
etruckathon.de

View Full Concept PDF →

Confidential and not legally binding. All prices plus VAT · March 2026

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eTruckathon2026.