2017 Promo & Activation

THE SCANIA CLOCK

TitleTHE SCANIA CLOCK
BrandSCANIA
Product/ServiceTRUCKS 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
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, 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.

Campaign Success

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The Scania Clock was an innovative way of launching and promoting a new generation of trucks and services to a very diverse, global market. The idea and execution gave us the chance to promote rational aspects such as service teams and reliability, as well as emotional aspects such as beautiful shots of the actual trucks and their roaring engines.

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 perfectly showcased the emotional aspects (engines roaring, showing off the new design etc) important to independent drivers 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.