Title	SCANIA V8 REBORN
Brand	SCANIA CV AB
Product/Service	SCANIA V8 140 BRACELET
Category	E03. Experience Design
Entrant	CP+B SCANDINAVIA Gothenburg, SWEDEN
Idea Creation	CP+B SCANDINAVIA Gothenburg, SWEDEN
Production	SUPERSTUDIO BORÅS, SWEDEN
Additional Company	MUSIC SUPER CIRCUS Stockholm, SWEDEN

Name	Company	Position
Björn Höglund	CP+B Scandinavia	Executive Creative Director
Mattias Berg	CP+B Scandinavia	Creative Director
Dennis Rosenqvist	CP+B Scandinavia	Sr Art Director / Creative
Per Rundgren	CP+B Scandinavia	Copywriter
Niklas Moberg	CP+B Scandinavia	Copywriter
Kristian Hallberg	CP+B Scandinavia	Designer
Anders Olausson	CP+B Scandinavia	Designer
Markus Lindsjö	CP+B Scandinavia	Creative Director
Gustav Johansson	CP+B Scandinavia	Copywriter
Bob Gilbert	CP+B Scandinavia	Copywriter
Carl-Johan van Heesch	CP+B Scandinavia	Account Director
Petter Brink	CP+B Scandinavia	VP / Head of Design & Creative Production

The Campaign

We melted down an original 1969 Scania 140 V8 engine and created the perfect companion for the new Scania SmartWatch – the world’s first cast iron watch bracelet. A piece of motoring history you can wear.

Creative Execution

We tracked down a V8 engine in Greece and shipped it to Sweden. It was then cut into smaller pieces and melted into handier ingots. The ingots were sliced and then milled to create the watch band pieces. Finally, we engraved the clasp with the old V8 logo as well as the original engine number and most importantly – left it unpolished. This way, each watch band has its own look that will age individually over time with unique scratches and traces of rust.

Results

• More than 500 000 true Scania fans watched the promotion video in Scania’s social media channels • That is equal to more than 60% of their total social media followers • More than 90% watched the film for at least 30s • It became the most commented Scania social media post to date • Scania instantly sold out the first batch

This campaign was tailored to create awareness about the new Scania SmartWatch in a very specific target group – Scania petrol heads. A group of people that love watching rumbling engines on YouTube rather than the latest Apple event. Our solution – a watchband made of an original 1969 Scania 140 V8 – acted as a “Trojan horse” and activated the Scania fans like no Scania social post has ever done before. Over 500 000 – equal to almost 60% of their total social media followers – watched the promotion film, resulting in the first batch selling out instantly.

Scania trucks has an almost cult like fan base with almost 50% more social media followers than their fiercest competitor Volvo trucks. To a Scania fan, nothing is more iconic than the original 1969 Scania 140 V8 engine. That is something that countless of well-spread YouTube clips can testify to. So to enlighten them about the new Scania smartwatch, we decided to physically connect the watch with something that they actually very much do care about – the heritage of the original 1969 Scania 140 V8 engine. The watchband and its promotion film, acted as a “Trojan horse” to activate the Scania fans and spread the news about the new smart watch.