THE SCANIA CLOCK

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Case Film

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ClientSCANIA
Category B08. Events & Stunts
TitleTHE SCANIA CLOCK
Product/ServiceTRUCKS AND SERVICES
Entrant TBWA\STOCKHOLM, SWEDEN
Idea Creation TBWA\STOCKHOLM, SWEDEN
PR TBWA\STOCKHOLM, SWEDEN
Production B-REEL Stockholm, SWEDEN
Credits
Name Company Position
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, seconds matter. To prove that the new trucks were up to the task, we gave them the biggest challenge there is – time itself. With a team of 90 drivers and 14 trucks, we created a 750 000 square foot clock. And kept it running for 24 hours straight. 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 and truckers the chance to see almost every inch of the new trucks. Apart from the actual event, a campaign site contained feature films highlighting the different vehicle specifications etc. that made the project possible.

Execution

Two weeks prior to launch we started exclusive pitching of top stories to our key contacts and most prioritized journalist giving them early access to background information and teaser material. To spark debate we prioritized journalists with great credibility within their niche and media with high Twitter integration. On launch day September 20 the exclusive pitching was followed by a broad distribution of customized media kits to journalist within all of our prioritized media segments in order to create a halo of earned media. To secure a broad and positive coverage within the auto-industry the Scania Clock was live-streamed on September 21st at a press-event at the IAA-fair in Frankfurt (one of Europe’s biggest auto fairs).

The Scania Clock surely reached its objectives. It caught the medias attention in all of our prioritized markets – UK, Germany, France, Sweden and 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 covered in medias such as Discovery Channel, 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. In the year of its 125th anniversary, Scania celebrated its biggest product launch ever: the introduction of the new truck generation. Despite tough market conditions in 2016, Scania reached a record level in net sales and showed strong operational performance. Net sales rose by 10 percent to a record high Euro 10393 million.

The Situation

When you’re in long distance transport, every second matters. If you're running late, you lose money. We wanted to prove that the new Scania vehicles and services were fit for the task and choose to do it by creating the world’s first clock entirely run by trucks, forcing them to keep track of time down to the second. The clock came to be the hub in all communication units, and caught the medias attention spreading to all prioritized markets. The clock was featured in over 290 articles worldwide, reaching more than 339 million people in 31 countries.

The Strategy

Until now, Scania has mainly been interesting for journalists covering the auto-industry. But to reach out to drivers and fans all over the world, we needed to make the launch relevant for a greater spectrum of medias and secure a high volume of positive coverage. The PR-strategy was to identify a range of relevant media segments where Scania traditionally isn’t featured – innovation, tech, marketing and daily press - and customize angles, videos and background-information for the different medias. We employed a tickle-down PR-strategy targeting elite media within the relevant media segments allowing our campaign to filter down.