Title | THE SCANIA CLOCK |
Brand | SCANIA |
Product/Service | TRUCKS AND SERVICES |
Category |
A03. Cars & Automotive Products & Services |
Entrant
|
TBWA\STOCKHOLM, SWEDEN
|
Idea Creation
|
TBWA\STOCKHOLM, SWEDEN
|
PR
|
TBWA\STOCKHOLM, SWEDEN
|
Production
|
B-REEL Stockholm, SWEDEN
|
Credits
André Persson |
TBWA Stockholm |
Art Director |
Stephanie Moradi |
TBWA Stockholm |
Copywriter |
Alexander Fredlund |
TBWA Stockholm |
Art Director |
Lina Franzon |
TBWA Stockholm |
Copywriter |
Kalle Widgren |
TBWA Stockholm |
Creative Director |
Louise Sallander |
TBWA Stockholm |
PR Manager |
Robert Schelin |
TBWA Stockholm |
Account Director |
Håkan Engler |
TBWA Stockholm |
Planner |
Christian Styffe |
TBWA Stockholm |
Graphic Designer |
Annika Molnar |
TBWA Stockholm |
Account Manager |
Anna Bergström |
TBWA Stockholm |
Agency Producer |
Patrik Gyllström |
BRF - B-Reel Films |
Director |
Rikard Åström |
BRF - B-Reel Films |
Executive Producer |
The Campaign
When you’re in long distance transport, every second matters. If you're running late, you lose money. And to major logistics companies such as Stobart Ltd, DHL and UPS that's a major concern at the end of the fiscal year. So, to prove that the new trucks are a great investment, we gave them the most relevant challenge there is – time itself.
As the trucks were sent off you were able to experience the clock through a campaign site for the whole 24 hours through five different camera angles – giving fans, CFOs, fleet managers and truckers the chance to see almost every inch of the new trucks. And check what time it was...
Apart from the actual event, the campaign site also contained feature films highlighting the different vehicle specifications that made the project possible.
Creative Execution
The stunt was set up at an abandoned airfield in Spain with 90 drivers and 14 trucks + service teams.
Invitations and teasers were spread online, via e-mail and on Facebook to relevant fan pages, groups and major players in the market during August and September.
An extensive PR-plan also kicked into gear before, during and after the stunt.
The website and clock went live on September 20 and ran for 24 hours.
Buying a new fleet of trucks is not something you do on a whim.
The Scania Clock surely reached its objectives. It caught the medias attention in all of our prioritized markets – UK, Germany, France, Sweden and the US – and was featured in over 290 articles worldwide reaching more than 339 million people.
The Scania Clock was featured in all targeted media segments – from innovation, tech and marketing media to daily press and auto media. It reached readers that Scania traditionally doesn’t reach and was featured in medias such as Discovery Channel, The New York Post and Business Insider. None of the articles had a negative sentiment and more than 60% of all articles contributed to a greater understanding of the campaign and reinforced the key message - helping spreading the image of Scania as an innovative company with tailor-made solutions for your business.
A global launch of this magnitude made traditional media buying extremely expensive - and not an option. We needed to create or combine smart media solutions to be able to prove the capabilities of the new trucks, but also to exhibit them in all their glory to the different target groups. The combination of a very demanding stunt with the advantages of online video gave us not only a never-before-seen clock online, but also a great stage so that everyone could view almost every inch of the new trucks.
Insights, Strategy and the Idea
The website and the clock gave us the chance to gather our very diverse target groups -drivers, motor fans, truckers, independent contractors, CFOs, fleet managers from major logistics companies etc.
The clock proved the reliability of the new generation and the services that come with Scania - rational aspects important to managers, CFOs etc. And the use of online video with five different camera angles gave us the perfect display - emotional aspects (engines roaring, showing off the new design etc) important to truckers and fans).
The unique stunt of the clock made it worth while to visit the website at all.
Buying a new fleet of trucks is not something you do by clicking "add to cart" on a website. The launch was instead followed up by sales calls, meetings, events and other launch activities.