Case: Scania
The facts were simple. Scania trucks are the Rolls Royce in the category, and they carry price tags thereafter. But since they are built based on a modular system, you can tailor them to suit your business. A tailored truck is a more profitable one, hence the difference in price will be earned back in the long run.
And there you have it. The foundation for the line that followed us through the launch: For the only business that matters.Yours.
To prove it, the launch began with the Scania clock. Which might have been the most ambitious one in advertising history. xx trucks were tailored with one single purpose. To keep track of time.
For 24h straight, they drove in the clock formation. Without missing a minute.
The launch also held category specific films for the main purposes the long haulage trucks would serve. Bulk, vehicle and xx transport. To mention some. Each category had its own brochure, with careful calculations proving the money that would be gained in the long run, from choosing Scania.
As the next launch, construction, was approaching the principle was still the same. Paired with the category specific theme of narrow margins we created a graphic film to carry the message, along with a photoshoot in the same manner.
The last launch, urban transports came with somewhat different conditions. While the businesses didn’t differ much, the cities they delivered within did. Regulations and expectations from stakeholders called for a tailored solution. We portrayed it like this.
As we all know, all great roads come to an end. And so did our time with Scania. As the launch period was over, the concept line had served its purpose. Our last work for Scania was the following film, to celebrate the launch of their Scania Super. Probably the last combustion engine ever. And the most efficient one, cutting 8% of basically everything.